BREAKAWAY

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BREAKAWAY the UN sponsored game to address violence against women created by the students, faculty & staff from the Emergent Media Center at Champlain College and Population Media Center.

Education Sports Entertainment & Humor

Take the most bad ass
global problem you know
and try to solve it.

Tuesday, January 25, 2011

Through a video game.

Tuesday, January 25, 2011

“Once he hits you” trailer
http://www.youtube.com/watch?v=fB7uMBLzkBk&feature=player_embedded

Tuesday, January 25, 2011

Goal:
Change Culture
1. Awareness
2. Personal Accountability
3. Attitude & Behavior Change
4. Advocacy

Tuesday, January 25, 2011

Why Games?
They Teach.
• Identiﬁcation with
characters
• Role play real situations
• Active decisions = critical
thinking
• Reﬂect & own your story.

Tuesday, January 25, 2011

Sabido Methodology
• Entertainment Education
• Social Change
• Role Modeling:
• Positive
• Negative
• Transitional
• Fun/Message: 70/30 rule

Tuesday, January 25, 2011

• Interactivity leads to
decision-making.
• Player becomes the
Transitional Character.
• Player experiences
cause and effect.

Games for Social Change
Tuesday, January 25, 2011

Challenges: creating a game for every
boy in the world.
Tuesday, January 25, 2011

Challenges:
Storytelling, player choice, & asset
management:
• Technology—delivery system
• Universal story—theme
• Setting—could this be every boy’s
home turf?
• Language & localization
• Ethnicity — stereotypes
• Clothing — religion—cool factor
• Romantic or sexual implications
• Portrayal of girls: victim, subjugation
or strong women
• Portrayal of violent actions
• PR

Tuesday, January 25, 2011

Our solution?
The most popular sport in
the world.

Tuesday, January 25, 2011

Our solution?
The most popular sport in
the world.
Sorry not hockey.
But football.
No not that one.

Tuesday, January 25, 2011

Spokesperson Samuel Eto’o!
Yes that one, Striker for Milan,
Captain for Cameroon,
Voted Africa’s best player!

Tuesday, January 25, 2011

Narrative
Age old dilemma—
who do YOU side with?

Tuesday, January 25, 2011

Skill building min-games.
Choicces determine
odds at winning.

Tuesday, January 25, 2011

You decide how to treat girls, which
team mates will practice with you.
What determines a champion?

Tuesday, January 25, 2011

Designed & created by Champlain students with
expert advice.
Game Trailer:
http://www.youtube.com/watch?
v=T-4m11a4uCs&feature=player_embedded

Tuesday, January 25, 2011

Being delivered internationally,
5 Chapters
Goal: changing abusive behavior
Development 2.5 years:
• Early research phase in S.African townships
• Concept to production: all student driven
• Testing, testing, testing: S. Africa,Vermont, Caribbean, & online
• Chapter 1 launch—2010 World Cup June
• Chapter 2 launch—August ChannelOne, NYC coverage
• Chapter 3 launch—Friday—press CNET
• Chapter 4 launch—December 2010
• Final chapter release—January 2011

Tuesday, January 25, 2011

Results

750+ CDs distributed to
youth groups participating at
the 2010 World Cup:
Grassroots Soccer
Ikamva Youth
ManUp Campaign
Streetfootballworld
Restless Development
Fundacion Privada Samuel Eto’o

Tuesday, January 25, 2011

Results
When they ﬁnd it, they like it

Web site (8 months):
155 countries.

Online Game (4 months):
Over 140 countries.
Primarily youth—2/3 are boys 10-16,
Play through & repeat (6 hrs per
chapter).

Tuesday, January 25, 2011

Next Steps
Completing release: 1 ﬁnal chapters Jan 2011
UN SG Ban K’Moon’s UNiTE Men Engage campaign: distribution of
CDs worldwide
Marketing—getting the word out & the online game into the hands of
more youth,
Facilitators guide: or teachers, youth groups, soccer clubs, etc.
Impact Assessment
Mobile game: broadest outreach

Tuesday, January 25, 2011

To Learn More:

Ann DeMarle
demarle@champlain.edu

Project Site: http://emergentmediacenter.com/
unvaw

Project Video: http://www.youtube.com/watch?
v=e_jD7mGxu1Y

Blog “Games Take On Violence Against
Women project”: http://emc-
gamestakeonvaw.blogspot.com

Tuesday, January 25, 2011

www.breakawaygame.com

Tuesday, January 25, 2011

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