BACKGROUND

Grooming (when an adult approaches a child for sexual content) has skyrocketed during the lockdowns. And reports of online grooming have continued to rise at Child Focus, the Belgian Center for Missing and Sexually Exploited Children. Last year alone they handled 43 individual grooming cases. Unfortunately, that’s just the tip of the iceberg, since a lot of children don’t even dare to file a report. Child Focus decided it’s time to raise awareness and educate kids from 8 to 14 years old about this serious matter. But to reach this tough target audience, a relevant solution was needed. 

 DESCRIBE THE CREATIVE IDEA

Today, the playground isn't just physical anymore. It’s also digital. Adults with bad intentions are finding their way into this world as well. Most kids aren't aware of the manipulative techniques of these online groomers - adults who approach children for sexual contact. That's why Child Focus created OK Groomer: a virtual playground on Roblox. Through a series of mini-games, kids learn how to outplay online predators. And with each lesson learned, players earn coins that they exchange for groomer repelling skins: the ultimate proof meant to keep online predators away.