BREAKAWAY the UN sponsored game to address violence against women created by the students, faculty & staff from the Emergent Media Center at Champlain College and Population Media Center.
4. “Once he hits you” trailer
http://www.youtube.com/watch?v=fB7uMBLzkBk&feature=player_embedded
Tuesday, January 25, 2011
5. Goal:
Change Culture
1. Awareness
2. Personal Accountability
3. Attitude & Behavior Change
4. Advocacy
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6. Why Games?
They Teach.
• Identification with
characters
• Role play real situations
• Active decisions = critical
thinking
• Reflect & own your story.
Tuesday, January 25, 2011
7. Sabido Methodology
• Entertainment Education
• Social Change
• Role Modeling:
• Positive
• Negative
• Transitional
• Fun/Message: 70/30 rule
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8. • Interactivity leads to
decision-making.
• Player becomes the
Transitional Character.
• Player experiences
cause and effect.
Games for Social Change
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10. Challenges:
Storytelling, player choice, & asset
management:
• Technology—delivery system
• Universal story—theme
• Setting—could this be every boy’s
home turf?
• Language & localization
• Ethnicity — stereotypes
• Clothing — religion—cool factor
• Romantic or sexual implications
• Portrayal of girls: victim, subjugation
or strong women
• Portrayal of violent actions
• PR
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11. Our solution?
The most popular sport in
the world.
Tuesday, January 25, 2011
12. Our solution?
The most popular sport in
the world.
Sorry not hockey.
But football.
No not that one.
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13. Spokesperson Samuel Eto’o!
Yes that one, Striker for Milan,
Captain for Cameroon,
Voted Africa’s best player!
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14. Narrative
Age old dilemma—
who do YOU side with?
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16. You decide how to treat girls, which
team mates will practice with you.
What determines a champion?
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17. Designed & created by Champlain students with
expert advice.
Game Trailer:
http://www.youtube.com/watch?
v=T-4m11a4uCs&feature=player_embedded
Tuesday, January 25, 2011
18. Being delivered internationally,
5 Chapters
Goal: changing abusive behavior
Development 2.5 years:
• Early research phase in S.African townships
• Concept to production: all student driven
• Testing, testing, testing: S. Africa,Vermont, Caribbean, & online
• Chapter 1 launch—2010 World Cup June
• Chapter 2 launch—August ChannelOne, NYC coverage
• Chapter 3 launch—Friday—press CNET
• Chapter 4 launch—December 2010
• Final chapter release—January 2011
Tuesday, January 25, 2011
19. Results
750+ CDs distributed to
youth groups participating at
the 2010 World Cup:
Grassroots Soccer
Ikamva Youth
ManUp Campaign
Streetfootballworld
Restless Development
Fundacion Privada Samuel Eto’o
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20. Results
When they find it, they like it
Web site (8 months):
155 countries.
Online Game (4 months):
Over 140 countries.
Primarily youth—2/3 are boys 10-16,
Play through & repeat (6 hrs per
chapter).
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21. Next Steps
Completing release: 1 final chapters Jan 2011
UN SG Ban K’Moon’s UNiTE Men Engage campaign: distribution of
CDs worldwide
Marketing—getting the word out & the online game into the hands of
more youth,
Facilitators guide: or teachers, youth groups, soccer clubs, etc.
Impact Assessment
Mobile game: broadest outreach
Tuesday, January 25, 2011
22. To Learn More:
Ann DeMarle
demarle@champlain.edu
Project Site: http://emergentmediacenter.com/
unvaw
Project Video: http://www.youtube.com/watch?
v=e_jD7mGxu1Y
Blog “Games Take On Violence Against
Women project”: http://emc-
gamestakeonvaw.blogspot.com
Tuesday, January 25, 2011