Sky Broadband No Room for Abuse

Client: Sky Broadband

Sky believes that everyone should be free to enjoy gaming. 

But 3 out of 4 women under 25 experience abuse every day whilst gaming online.

With Sky Broadband as the official sponsor of the Guild Esports team, we were determined to do something about it.

We did it by launching a brand new but mysterious immersive training room at The Sky Guild Gaming Centre in Shoreditch, designed to replicate the ordeal many women gamers go through on a daily basis.

The twist? We invited male gamers to see how they fared.

Unsuspecting male gamers entered the room and began playing a specially designed first-person shooting game to test skill and reaction speed.

Halfway through, animated, silhouetted characters appeared on the video walls around them, hurling abuse as they played.

At the end we revealed the truth. 

The abuse was real. The training wasn’t.

Powerful video content was shared across YouTube, Twitch, Facebook, Instagram, and Twitter, led by the hashtag #NoRoomForAbuse.

But this wasn’t just about the experience itself. We are starting a legacy. By partnering with cyberbullying charity, CyberSmile, we have created educational resources to encourage women to feel confident reporting abuse.

And with Guild, we even set up events and tournaments for women gamers and their allies - including The Lobby Live, a fortnightly networking initiative. We stand with women in gaming. Because there’s #NoRoomForAbuse.