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SXSW 2022

How FIFA Changed The Game on Fighting Knife Crime

There is a knife crime epidemic in the UK. Barely a week goes by without a story about another young person, most often in an inner-city, having lost their life needlessly.

Urgent action is needed to reach this marginalised group. But how?

They don’t consume traditional media, preferring to spend their time on peer-to-peer networks which are hard to insert messages into.

There is, however, one place where they do spend hours every day – the video game, FIFA.

This talk will look at how a talented young footballer’s tragic death at the hands of a knife in 2006 became the basis for an anti-knife crime campaign like no other, featuring the world’s largest sports video game, deep-fake technology and a father who has turned personal tragedy into a powerful voice for change.

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Takeaways

  1. Explore gaming as a new way to deliver nuanced messages to otherwise isolated youth groups
  2. How can brands go beyond merely providing sponsorship to becoming part of the story
  3. Learn how you can affect change in society by changing how you engage with those you want to help

Speakers

Organizer

James Rollinson, Account Dir, MHP Communications

Meta Information:

  • Tags: SXSW Gaming
  • Event: SXSW
  • Format: Panel
  • Track: Game Industry
  • Track 2 Media Industry
  • Level: Beginner
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