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PLEA conducts video game campaign

Vancouver-based PLEA Community Services Society of BC has begun a new campaign as part of its Children of the Street program intended to raise awareness of the risks that are attached to online video games. Developed by Will of Vancouver, the campaign seeks to illustrate how the anonymous nature of online games can allow exploitative adults to communicate with children. The effort includes out-of-home and video ads, as well as social media content, direct mail and a website at <>. The eight-week campaign will run in the Greater Vancouver area.

“We wanted the advertising to parallel the subversive bait and switch tactic used in gaming platforms by sexual predators,” said Lisa Lebedovich, creative director at Will. “These gaming characters seem cute, friendly and harmless on the surface but there is something sinister lurking beneath that isn’t immediately apparent.”

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