Maybelline NY

Through their eyes

Shining light on gender discrimination in gaming.

In Australia 83% of female-identifying gamers have experienced offensive behaviour online. So most switch their microphones off to hide their identity, and game in silence. Using live voice-changing technology, we disguised two prominent Aussie male gamers, with fake female profiles in an online first-person shooter game, so they saw what it was like to play through a woman’s eyes.

The campaign launched with the film spread by Twitch influencers and culminated in a live gaming event where 32 top gamers competed on a custom Fortnite map while broadcasting our message to their combined audience of over 17m, encouraging male players to change the game and directing those who’d suffered abuse to online mental health service, ReachOut.  

Role: Copywriter
Agency: Hero