Mariana Dutra
Planning Team at VMLY&R Brazil
New York, Vereinigte Staaten von Amerika
TitelLife Gamers
Agentur
Kampagne Life Gamers
Werbende Centro de Valorização da Vida
Marke CVV
Datum der ersten Ausstrahlung/Veröffentlichung 2021 / 9
Geschäftsbereich Karitative, Ehrenamtliche Organisationen
Philosophie According to the WHO – the World Health Organization –, suicide is the #2 cause of death among people 15 to 24 years old, second only to car accidents. Suicide has become an even greater threat during the Covid-19 pandemic, and underscores the importance of taking a closer look at young people's mental health. According to Google, searches about anguish, anxiety, and depression, spiked by 98% in 2020, and the Lemman/Itaú Social Foundation reports that 77% of students in the country stated feeling sad, anxious, or emotionally overwhelmed.

Based on that data, the CVV – Centro de Valorização da Vida, or "Center for the Appreciation of Life" – felt the need to get even closer to this age group and to develop effective strategies for suicide prevention. That's how the Life Gamers project had it start, in partnership with major e-sports teams in Brazil, and created a program that trains e-sports players, whether professional or casual, to notice signs that other people may need help.

The idea is to train the young players themselves to be able to recognize when a friend or game partner may be at risk. With a relevant presence in competitive games such as CS, LoL, PES, Free Fire, Valorant, and Rainbow Six, the teams taking part in Life Gamers have a huge following of fans and players who are true influencers in the gaming universe. Among the teams that have received training are different teams of various e-sports categories in Team oNe, Corinthians e-Sports, São Paulo F.C. e-Sports, and Athlético-PR.

September is suicide prevention month in Brazil, and Life Gamers is announcing two new partnerships: one to train the Free Fire da Fúria team, one of the main teams in the country and an international reference in e-sports; and another, led by the Paulista Football Federation, to train the players of the 48 teams in the largest PES league in Brazil.

Life Gamer Training
The training has also caught the attention of large streamers who have millions of followers on social networks and want to know how to better help their fans, who often ask for help in chats and comments on livecasts.

The program provides training to players through livecasts and lectures by psychologists and experts, in addition to online classes and access to specialized content, such as the "Talking openly about suicide" primer. A video compiling all of this content is also being produced, using language that's especially tailored to ensure it will be accessible to everyone in the gaming universe.
The initiative has been co-created by advertising agency Leo Burnett Tailor Made, which signs the project alongside the CVV. The program also includes livecasts with friendly matches between teams that have received the training, with the goal of better explaining the project and providing fans with important content about promoting mental health.
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