This is not a game

Background: In Mexico, the recruitment of minors by criminal groups through mobile video games is a growing issue. The lack of awareness about this problem makes millions of children even more vulnerable, as they are exposed to being contacted by dangerous cartels that can now easily enter the gaming world and deceive them. Brief: Gamers are exposed to situations that compromise their safe digital environment. We need a campaign that truly connects with gamers, showcasing and contributing meaningfully to raising awareness and interest about the dangers within video games. Objetivos: To speak and connect in the codes and language of an audience that is gamers and uses their cell phones for entertainment. To make them see that recruitment is not a game but a real problem. To clarify that Movistar Telecom, as a socially responsible company, will always ensure the cybersecurity of its users. For Movistar Telecom, it wasn't just about providing telecommunications services; their business expanded into gaming. That's why they had a very clear purpose: to take care of their community at all times, to stand by their side ensuring cybersecurity, promoting healthy gaming, and creating safe spaces free from danger. In Mexico, drug trafficking has a significant cultural impact; its level of influence, violence, and danger make it part of daily life. Despite this, entertainment media have glorified this criminal figure, including in video games. What happens when we make them part of a game where we reveal the true danger they could face by ignoring the new ways in which drug trafficking operates to recruit thousands of children? If organized crime entered the game, so did our message. Creative Idea: "This is not a game" addresses a very serious issue in Mexico that few talk about and even fewer provide solutions for: child recruitment from video games by organized crime. The 7-minute film tackles a sensitive topic but is narrated in an appealing gamer language aimed at the 81.4% of the population who play on mobile devices. Based on real events, it constructs a story in which any underage individual could be exposed, endangering their life or ending up becoming hitmen. Insights & Strategy: Amid the excitement for the launch of GTA 6, we decided to create our own version of the game to deliver an important message to the entire gaming community: recruitment by organized crime through video games. We created a story based on real events but recreated one of the most famous video games, using real actors instead of virtual characters. Gamers were excited about the film, which they called "GTA 6 Mexico." The details in the characters and environment, simulating a video game, immersed the viewer in the issue in an unconventional way. We used the language and codes of gaming to show how they can be recruited. The ending was impactful, with a twist in the story that revealed it was not a game and that the dangers of being recruited by drug cartels are a reality. Execution: This video film follows a gaming narrative that tells the story of Babu, a teenage gaming enthusiast who lives with his father, a police commander. He spends all his time playing games on his smartphone. One day, he is contacted by an incognito player named "El Perro," who offers him a smartphone. When he meets "El Perro," Babu is recruited. As days pass, he is given the mission to monitor a weapons sale operation. However, they are caught by the police. Amidst the shootout, the protagonist flees the scene. Running through an abandoned factory, he encounters a police officer blocking his path. Babu turns around and points his gun, only to realize that the officer is his father. At this moment, the story takes a shocking turn. We discover that the police officer is indeed his father. Now, everything shifts from being a video game to depicting a harsh reality. Results: Impact + 23 millions of views across platforms in 2 weeks. Reach More than 34 million users were impacted across different platforms. Even representatives from the UN/UNODC (United Nations Office on Drugs and Crime) approached us to continue working together. 2 million hours in social media in 2 weeks. Engagement A 7-minute piece that managed to connect with our audience thanks to its entertaining and impressive narrative. Change in behaviour. Searches for parental control increased by 67%. Brand perception 87% sentiment positive. Achievement against objective The initial goal was to achieve a total of 22 million views, which were surpassed in just 2 weeks.