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| DDB Mudra Group
Bullets to Butterfly
Experience Design | Pitch
Design a high-impact campaign or in-game initiative on International Game Day that tackles systemic gender toxicity head-on, raises awareness within the community, and empowers women players to claim their space in the battlegrounds.
Design a high-impact campaign or in-game initiative on International Game Day that tackles systemic gender toxicity head-on, raises awareness within the community, and empowers women players to claim their space in the battlegrounds.
Hackathon Brief
With women now representing nearly half of the gaming community at a 48:52 ratio, competitive gaming should reflect an inclusive, equitable environment. However, widespread gender-based toxicity and derogatory commentary—such as "playing like a girl"—disproportionately alienate women players, driving them away from the game.
With women now representing nearly half of the gaming community at a 48:52 ratio, competitive gaming should reflect an inclusive, equitable environment. However, widespread gender-based toxicity and derogatory commentary—such as "playing like a girl"—disproportionately alienate women players, driving them away from the game.
70%
Women's Competency Questioned
Insight
Observation
Male gamers tend to blame female gamers for being too delicate, soft, and naive when playing games.
Rough
& Tough
Delicate
Soft
Naive
Male Game Play
Female Game Play
Female= Butterfly
Delicate | Soft | Naive
| International Games Day.
We create a rare, unforgettable moment for players to experience and generate awareness about women's harassment in the gaming industry.
| November 15th
Bullet to Butterfly
We create an algorithm that triggers butterflies instead of bullets.
We create an algorithm that triggers butterflies instead of bullets.
How?
Execution
We take over PUBG's real-time chat boxes that record and detect cuss words against female gamers & general gender-related slurs or stereotypes in real time. This triggers the algorithm that only affects the assaulter's performance as the weapon designed to shoot bullets starts proliferating butterflies.
We take over PUBG's real-time chat boxes that record and detect cuss words against female gamers & general gender-related slurs or stereotypes in real time. This triggers the algorithm that only affects the assaulter's performance as the weapon designed to shoot bullets starts proliferating butterflies.
Extending to Socials
We decided to recreate a symbol that stands against women's harassment in the online gaming industry. We release a film exhibiting the purpose of the butterfly algorithm and introduce the symbol }i{ as support for female gamers.
We decided to recreate a symbol that stands against women's harassment in the online gaming industry. We release a film exhibiting the purpose of the butterfly algorithm and introduce the symbol }i{ as support for female gamers.
}i{
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