A Strategic Campaign To Tackle Loot Boxes And Video Game Addiction (The Vault)
A new piece for "The Vault"
Hi there, folks!
It’s been a second since I’ve written for “The Vault.” This latest piece was for my strategic communications course last semester and overall a real joy to write. It explores the ever-growing problem of video game addiction. But don’t worry - this isn’t going to be like your usual hysteria-ridden “video games cause violence” debate of the 90s/00s. In this essay, I’m instead talking about the scourge of loot boxes and pay-to-play gaming.
My assignment was to develop a hypothetical digital strategic communications campaign for the American Psychological Association. In particular, we wanted to craft an awareness campaign to get people general familiar with video game addiction and potentially start a grassroots campaign for the matter to reach the halls of Congress. In particular the assignment outlined the following specific guidelines:
“Your plan should include: statement of goals; situation analysis that lays out challenges and obstacles; audience identification and targeting; audience research recommendations; message ideas with enough emotional pull to reach your audiences; influencer suggestions; earned and social media strategies; potential partners and allies; and ideas on creating surround sound and reaching the target audiences.”
I came up with what I think is a pretty creative two-pronged campaign. I ended up getting an incredibly high score on this paper and frankly am quite proud of it. Enjoy!