Cheil MEA, in collaboration with M.A.L.I. – Mouvement Alternatif pour les Libertés Individuelles, has launched a campaign titled “Safety for Noobs” focused on child safety in the Middle East region.
Safety for Noobs works as a tool to start the conversation about child safety with a friendly approach that educates effectively without fear-inducing methods. Addressing this sensitive issue without disrupting a child’s sense of safety has long been a challenge, which this campaign addresses through a nuanced approach.
The campaign consists of two main components:
A Roblox game: Using the popular gaming platform, the game adapts the familiar “obby” mode, presenting children with scenarios to navigate, make choices and learn about potential risks. The game offers feedback on their decisions, building awareness in a fun and interactive way.
An interactive book: “Safety Playbook for Noobs” features relatable stories that escalate subtly, prompting children to make decisions when confronted with potential threats. These stories help kids recognise early warning signs and encourage proactive responses.
M.A.L.I., a feminist movement founded in Morocco in 2009 by human rights activist Ibtissame Betty Lachgar, is committed to defending individual freedoms, women’s and children’s rights.
Underscoring the campaign’s significance, Ibtissame Betty Lachgar, said, “We need protection for the most vulnerable members of society. This campaign offers a gentle, effective way to teach kids while preserving their innocence.”
Both resources act as educational tools for parents and educators, sparking important conversations that empower children.
The relatable storytelling approach of the campaign aligns with children’s daily experiences, enhancing engagement and retention.
With Safety for Noobs, Cheil Dubai and M.A.L.I. aim to arm children with the knowledge to recognize danger early and maintain their safety through proactive playful education.
