Advertising, Event
X-Box x GTA Online
How do we make messages STD awareness and prevention resonate with teen boys/young men?
The Problem: STD cases are on the rise in the US, particularly among young people aged 15-24. Young people are at higher risk for contracting STDs due to social, biological, and cultural reasons.
Insight: Young adults make up a large portion of video game players, with 59% being under 35, 21% of which is under 18. These statistics have a significant overlap with the at-risk age group for STDs.
The Solution: Xbox will introduce Mission X, a limited-time event during STD Awareness Week in Grand Theft Auto V which will combine an exciting new mission and characters with real-world messaging about safe sex.
What happened to the strippers!?
Before The Event:
In-game teaser, GTA Online event post, Twitch ADS, and Tik Tok influencers
Talking about the new GTA Online gameplay where the strip club Vanilla Unicorn is shut down due to the strippers going missing. Help us find our working girls and save the day!
During The Event:
In-game mission launch, Twitch influencers, Twitch emotes
Players get a mission notification due to contracting an STD. Players then must look for clues to find the location of the clinic to get treated. Players will be given different decisions to make throughout to help them get to the clinic. After finding the clinic and getting treatment from Doc he asks the player for help. Find the local gang lord Syph and save the strippers!
After The Event:
Permanent in-game changes, convention goodie bags, future games
STDs become a permanent issue in game. Players must equip condoms in order to prevent them. The only treatment is through Doc. Doc will continue to give missions where players can earn rewards and respect.
Responsibilities: Art Direction & Copy Writing
Partners: Sarah DaSilva, Milena Aguilar, Josh Lesser
(shared responsibilities)
Before The Event:
Text: Vanilla Unicorn Shut Down?!
Strippers are going missing. The ones left are protesting and refuse to go back to work. Where are all the working girls?
During The Event:
Text: What's this rash? Uh oh.... something is burning down below. You must have gotten more than you bargained for at that after-hours party at the Vanilla Unicorn. Better find out how you can get that taken care of! You’ll suffer -10 to movement speed and -20% health until you get treated!
Text: That burning feeling slowing you down? Visit Doc's Minute Clinic for help today!
Text: Now that I’ve got you all taken care of, maybe you can do something for me? You may have noticed the local working girls are going missing. I have a lead that a local gang lord, Syph, is behind it. Can you help me out?
Text: Congratulations! You protected the girls and stopped Syph. In the future, you should always protect yourself and your partners to keep Syph from coming back, but the Doc will always be around if you need him after any indiscretions. Game safe!
Doc: NPC who gives the mission to kill Syph. Heals player from STDs.
Medic: Human player volunteer from Planned Parenthood during the limited mission week. Available to chat with players about real-life STD questions and issues.
Evil gang lord who is kidnapping and torturing local strippers and working girls. Must be stopped at all costs.
Information about Doc's clinic will be available on the GTA website under Healthcare.
Text: Meet up with Doc at the new clinic for treatment and prevention tools. Anyone who engages in any kind of sexual activity is at risk for STDs. The use of latex condoms during sexual contact can greatly reduce the chances of contracting many STDs. Early diagnosis and counseling about STDs can help avoid the spread of infections.
to view twitch influencer mockup vvv
After The Event:
