As part of their child safety drive, Babyshop wanted to create a radio campaign to highlight the perils of video game violence. The crux of our creative execution revolves around the alter-ego of children. These alter-egos take the form of some of the world's most despicable people.Given that extreme violence, and the glamorisation and codification of disrespect for the most basic norms that make up human decency are involved in a product that children can use and learn from, parents need to be a part of the decision making process. And this was the insight for this engaging and insightful Babyshop radio campaign.