This Gaming Initiative Teaches Children the Early Signs of Sexual Violence

Cheil MEA, Dubai in collaboration with M.A.L.I – Mouvement Alternatif pour les Libertés Individuelles, has launched an innovative campaign titled Safety for Noobs. M.A.LI., a movement founded in Morocco in 2009 by human rights activist Ibtissame Betty Lachgar, is committed to defending individual freedoms, women's and children's rights.

In the MENA region, one in four children experience some form of sexual violence by age 12. Alarmingly, perpetrators are often within close family or social circles. Addressing this sensitive issue without disrupting a child's sense of safety and innocence has long been a challenge, especially in a region where this topic is often treated as a taboo.

Safety for Noobs bridges this gap with a child-friendly approach that educates effectively without fear-inducing methods. The campaign consists of two main components:

1. A Roblox Game – Using the popular gaming platform, the game adapts the familiar 'obby' mode, presenting children with scenarios to navigate, make choices, and learn about potential risks. The game offers feedback on their decisions, building awareness in a fun and interactive way.

2. An Interactive Book 'Safety Playbook for Noobs' – Featuring relatable stories that escalate subtly, prompting children to make decisions when confronted with potential threats. These stories help kids recognise early warning signs and encourage proactive responses.

Both resources act as educational tools for parents and educators, sparking important conversations that empower children. The relatable storytelling approach aligns with children’s daily experiences, enhancing engagement and retention.

Ibtissame Betty Lachgar, M.A.L.I.’s coordinator, underscores the campaign’s significance, “We need to open the conversation about  sexual violence and exploitation against children. It’s a pressing issue that isn’t being addressed enough, and children need protection as the most vulnerable members of society. This campaign offers a gentle, effective way to teach kids while preserving their innocence.”

With Safety for Noobs, Cheil MEA, Dubai and M.A.L.I. aim to arm children with the knowledge to recognise danger early and maintain their safety through proactive playful education.