Sky Broadband - No Room for Abuse

Client: Sky Broadband

Sky believes that everyone should be free to enjoy gaming. 

But 3/4 women under 25 experience abuse every day whilst gaming online.

With Sky Broadband as the official sponsor of the Guild Esports team, we were determined to do something about it.

We launched a brand-new immersive training room at The Sky Guild Gaming Centre in Shoreditch, designed to replicate the ordeal many women gamers go through.

The twist? We invited male gamers to see how they fared.

Unsuspecting male gamers entered the room and began playing a specially designed first-person shooting game to test skill and reaction speed.

Halfway through, animated, silhouetted characters appeared on the video walls around them, hurling abuse as they played.

At the end we revealed the truth. 

The training wasn’t real. The abuse was.

Powerful video content was shared across multiple social media platforms, led by the hashtag #NoRoomForAbuse.

But this wasn’t just about the experience itself. We are starting a legacy. By partnering with CyberSmile, we have created educational resources to encourage women to feel confident reporting abuse.

And with Guild, we set up events and tournaments for women gamers and their allies - including The Lobby Live, a fortnightly networking initiative.