We detected that many girls were hiding their identities behind male nicknames in order to protect themselves. It was very unfair. It had to end. To reach both boys and girls, we should count on their idols: the gamer influencers. So we invited the biggest male influencers for an experience: they should change their nicknames to female names and play online for one day. We also asked them to share this experience with their fans and invite them to do the same. And so, they did. From then on, the movement spread organically all over the world.

First, we asked the main game influencers to participate in an experience of playing under female names and share it with all their followers in their YouTube channel. After that, we gathered the most impressive experiences in a single video to give another boost to the campaign. The organic content produced by followers and the strength of our influencers quickly made the media aware of the movement and it became news everywhere.

More than 115 million media impressions with no investment, more than 200,000 social media interactions in different platforms, 98.6% of positive mentions, more than 40 hours of organic content posted on YouTube, either videos of people participating in the experience or talking about the problem, and most importantly: countless girls encouraged to never hide again.