L'Enfant Bleu: Undercover avatar

French child welfare association L'Enfant Bleu created an in-game confidante to enable children to speak out about abuse.

Campaign details

Brand: L'Enfant BleuBrand owner: L'Enfant BleuAgency: Havas Sports & EntertainmentMarket: FranceSector: Charities & voluntary organisationsMedia channels: Gaming & in-game advertising, Public relations, Word of mouth, influencersBudget: No budget

Executive summary

During lockdown, French authorities noticed a decrease in domestic violence directed towards children. However, this only meant that the abuse that would normally be detected by teachers was no longer visible.

We chose Fortnite, a game with more than 380 million players, 53% aged between 10 and 25 years old, and inserted...

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