Center of Specialty Innovation / Bangkok University: School of Survival

Recently, Thailand has seen more public shootings and attacks, especially involving children. So Dentsu Creative Thailand and Dentsu One Bangkok partnered with Center of Specialty Innovation, Bangkok University to find a way to educate, protect and teach kids to survive in these situations. Right now, Thai society doesn’t provide enough knowledge because they think such events won’t happen, so schools aren’t prepared to protect students, teachers, and staff. Roblox is a popular gaming platform where children around the world, including Thailand, love to play. Thailand ranks 7th in the world for the number of children playing Roblox. To help children learn through what they love and play regularly, Dentsu Creative Thailand and Dentsu One Bangkok have created a Roblox game that provides knowledge and teaches survival skills during shooting incidents, based on the “Run, Hide, Fight” principle. This is a universal principle used worldwide for survival during shooting incidents. This new training experience is suitable for children, allowing the game to act as a practice guide that players can train with anytime, anywhere. The Center of Specialty Innovation (CoSI) at Bangkok University collaborated with Dentsu Creative Thailand and Dentsu One Bangkok, and also worked with criminologists to incorporate the “Run, Hide, Fight” method into the game design. They provided guidance on which routes to take to escape to safety, where to hide, how to fight back, and what could be used as weapons. The game environment includes hiding spots, escape routes, and cover areas within the school to ensure the game is practical and follows the correct principles. Before launching the game, a “School of Survival” social media page was created. Dentsu Creative Thailand and Dentsu One Bangkok posted various content related to the school, such as the school atmosphere and student uniforms, as teasers to attract children’s interest. The game was launched on May 15, the start of the school term. A school song was also composed in a style kids like incorporating the “Run, Hide, Fight” principles into the lyrics. Additionally, a music video was made to promote the game.