How we challenged the representation of women in video games.

The campaign was inspired by a new research study from DOVE, in association with Women in Games, which shows that 60% of girls and 62% of women feel misrepresented in games, with over one-third of young girls’ self-esteem being negatively impacted by the current lack of diversity, as 74% of women wish for more inclusivity in female video game characters.

We decided to tell the story of Cinthia, a video game character who, after defeating the last enemy, finds herself facing one much more important battle.
The campaign is supported by allies across the industry, including Epic Games’ Unreal Engine education team.

“It just went to the source of the problem”


· x10 initials KPI
· 300M impressions 

· 30K avatars downloaded
· 100% positive sentiment