WHAT THEY NEEDED:
Hoping to build good will with parents, the Entertainment Software Ratings Board (ESRB) wanted my agency to create a social video to raise awareness of its game ratings system. My role on the team was to provide strategic insights that would influence the spot’s creative direction.
WHAT I DID:
My research revealed that the game ratings system already had more awareness than it could handle. Paradoxically, as awareness rose, so did the belief that the gaming industry wasn’t serious about protecting kids. I recommended a new strategy that positioned the ratings system as a partnership between game publishers and parents.