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Experiential
Maybelline New York: Under The Avatar
1 in 2 female gamers face abuse online. Yet, 71% of male gamers who witness abuse ignore it. It’s called the bystander effect.
Further research suggests that players are forgetting that there are real people behind the characters in the online world. Under the Avatar, invited male gamers to test a new multiplayer combat game. But we were really testing them instead. Unbeknownst to them they were playing against their friends, who faced an onslaught of abuse from other male gamers. The film was shared by high-profile female gamers through Twitch, Instagram, Tik Tok and Youtube with over 12.5M minutes viewed, reinforcing that under every avatar is a real human.
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