Get Smart About P.L.A.Y: Empowering Families with Parental Controls

Background

The UK games industry was under the spotlight after a DCMS Select Committee report raised concerns about the time and money people were spending on video games. With the threat of increased regulation on the horizon, the industry needed to show it was listening and taking action.

The project

execution

Folgate launched the "Get Smart About P.L.A.Y" campaign to raise awareness about the parental controls available on all major gaming consoles. The goal was to help families manage the time and money their children spent on video games. To make sure the message hit home, Folgate brought on board former footballer Rio Ferdinand as the campaign's spokesperson.

The campaign was rolled out strategically across various platforms to reach as many people as possible:Educational Content: We created easy-to-follow guides, video tutorials, and FAQs to help parents understand how to set up and use parental controls.Media Outreach: Folgate secured coverage in high-profile media outlets, including a prime-time feature on BBC's 6pm news.

Educational Content: We created easy-to-follow guides, video tutorials, and FAQs to help parents understand how to set up and use parental controls.
Media Outreach: Folgate secured coverage in high-profile media outlets, including a prime-time feature on BBC's 6pm news.
Social Media Engagement: Leveraging Rio Ferdinand's popularity, the campaign made a big splash on social media with engaging posts, live Q&A sessions, and interactive content.
Partnerships: Collaborations with schools, parenting groups, and gaming communities helped spread the word even further.

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Results

The "Get Smart About P.L.A.Y" campaign was a huge success, most notably indicated by:

37.5 million

Impressions across all
platforms, showing widespread interest and engagement

Through this campaign, Folgate helped the UK games industry demonstrate that it was listening to and addressing the concerns of the public, all while empowering families with the tools they needed to manage gaming responsibly.

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