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The Cost of Bullying

Award: Wood Pencil

Wood Pencil / Entertainment / Apps / 2022

Award: Wood Pencil

Wood Pencil / Gaming / Health & Wellbeing

Award: Shortlist

Shortlist / Media / Interaction

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Shortlist / Experiential / Online Experiences

In China, online gaming has exploded, but so has bullying. Samsung wanted to tackle the issue head on and make bullies pay the price for their behaviour. Working with one of the country's biggest game developers, Samsung hacked Magic Quest, the biggest game of the year. Every time the system detected any sign of bullying, it raised the price of in-game purchases. During the two-week hijack, over one million bullies paid the price and reports of in-game bullying fell by 40%. The message was loud and clear: there's a cost to bullying, and when gamers bully, they pay the price.

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