WINDTRE – one of most used TELCO players in Italy - aimed to spread greater awareness regarding the behaviours of people who navigate online. These include respect for other people’s identity.

Finding out that 72% of female gamers turn off their microphone while playing online means that all of them choose not to declare their gender.

The challenge: to bring to light the fact that many girl gamers when playing online are victims of violence and they don’t feel free to be themself online.

“Voice Girl Gamers” is the first initiative that gives a voice to women who play online.To demonstrate our point, we altered the voice of a male gamer to sound feminine so all the partecipants could feel the aggression that so many women experience online.This experiment sensitised both boys and girls alike, raising awareness of the grievous behaviour that is still rarely discussed.

Among all the fights young people can engage while playing online

the one for gender equality is the most important to be won.

On the International Day Against Violence Against Women, we invited one of the most famous players in Italy to take part in a social experiment on YouTube and Twitch.During gaming sessions, we turned his voice into a girl’s voice: to make him understand what all women feel when they are insulted and do not feel free to be themselves.The social experiment in the end triggered comments of support for women gamers, spreading the idea that every woman has the right to always be herself, on and offline.

More than 2 million views.

Most discussed 2022 gaming campaign in Italy.

Highest increase in W3 annual reputation score.

But most importantly, “Voice Girl Gamers” began to be heard offline: the following year, the campaign made its way into schools and universities as an inspiration on gender equality for Gen Z.

And made it on stage at Italy's biggest women empowerment event “Women X Impact” as well as at some of the most important institutions in the country.

90% of students recognised online gender-based violence after seeing our social experiment.

78% said they would defend a girl victim of online gender-based violence.

The results were excellent both in terms of awareness of the issue of gender-based violence in online gaming and positive sentiment towards the brand.