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SUB CATEGORY :
BREAKTHROUGH IN GAMING
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ENTRANT COMPANY :
DENTSU CREATIVE THAILAND, BANGKOK
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TITLE :
SCHOOL OF SURVIVAL
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BRAND :
CENTER OF SPECIALTY INNOVATION, BANGKOK UNIVERSITY
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ADVERTISER :
CENTER OF SPECIALTY INNOVATION, BANGKOK UNIVERSITY
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AGENCY :
DENTSU CREATIVE THAILAND/
DENTSU ONE BANGKOK, BANGKOK
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CHIEF CREATIVE OFFICER :
SUBUN KHOW
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CREATIVE DIRECTOR :
PRIEBDUAN CHOTIMANUKUL
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ART DIRECTOR :
CHUESAI SUVARNAPUNYA/KAMON PLOYDANG/
MONTHICHA DARAWANKUL/WASITTHEE PHOOMSRICHAN/
SOMPOB DOKMAITES
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COPYWRITER :
PAWINA THUAMSAENG/KEERABURD KIJJAROENPULSIN
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SENIOR CREATIVE COORDINATOR &
CREATIVE DATA SPECIALIST :
SUKANYA SITTHISANG
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TRAFFIC MANAGER :
WICHITRA TRITODTRAKOON
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RESEACH & DATA ANALYST :
ASST.PROF. KINGKARN SOOKHANAPHIBARN (PH.D.)/
ASST.PROF. WORAWAT CHOENSAWAT (PH.D.)/
ASST.PROF. DR. TANANSAK BORWORNNUNTAKUL
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DEVELOPER :
THANAPANYA PENSUWAN/SIRASIT TUMVIJIT/JIRAWAT DAMUNG
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CLIENT SERVICE DIRECTOR :
PATTAREYA KOMOLBOON
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ACCOUNT DIRECTOR :
MAYVIKA HOMCHAN
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ACCOUNT EXECUTIVE :
RATTAPONG NGAONGERN
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MEDIA AGENCY :
AMPLIFI THAILAND, BANGKOK
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MEDIA MANAGING DIRECTOR :
CHASESADA LOVANICH
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CAMPAIGN SUMMARY :
With mass shootings becoming an increasing concern in Thailand, children are often the most vulnerable target. While preparation and practice can help mitigate risks, traditional drills can unintentionally cause stress and confusion. Studies reveal that 60.2% of children feel scared and hopeless during these drills, struggling to differentiate between reality and simulation. This highlights the need for more effective and appropriate training to equip them with essential survival skills. But how can we teach children these critical lessons without overwhelming or traumatizing them? The answer lies in finding a safer, more engaging approach combined with empowerment learning, not fear. That’s where the gamification plays the part.
“School of Survival”, the first online game for training to survive in mass shootings.
We utilized the most popular platform among children, Roblox, and designed a game in collaboration with the Center of Speciality Innovation, Bangkok University, and criminologists applying the "Run, Hide, Fight" principles. With School of Survival as a tool, children will be trained about the crucial skills in this risky situation without traumatization or confusion.
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CREATIVITY/IDEA/INSIGHT :
The Center of Speciality Innovation at Bangkok University focuses on advancing research and development in various fields of innovation, technology, and design, with an emphasis on creating solutions that are practical, sustainable, and relevant to real-world challenges for a better life.
Recently, mass shootings have been on the rise in Thailand, with children often being the most vulnerable targets. However, studies show that drills simulating such incidents can traumatize children, as they may struggle to distinguish reality from simulation. This highlights the need for more approachable and effective ways to prevent tragedy without traumatizing. So, we find that the gamification is the key to tackling this issue. We developed "School of Survival", a survival game on a popular platform among children- Roblox. The game incorporates the "Run, Hide, Fight" survival principles, offering an engaging form of edutainment for children and letting them practice those survival strategies within a designed realistic school environment in the game. With all that happening in the game, they will learn all skills without being traumatized or confused.
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STRATEGY :
As we know, children often being the most vulnerable targets in mass shootings. We find a way to prevent tragedy efficiently without traumatizing children. Roblox is a global gaming sensation, especially beloved by children, with Thai players ranking 7th in worldwide usage. To tap into this engagement and turn it into an educational opportunity among children, we’ve designed a game that not only entertains but also equips kids with essential survival skills for shooting incidents. Built around the globally recognized "Run, Hide, Fight" principles, the game offers an interactive and accessible way for players to learn life-saving strategies. By integrating these skills into a platform, they already love, children can practice and internalize crucial survival techniques anytime, anywhere—transforming play into preparedness.
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EXECUTION :
Before launching School of Survival, we created a buzz with school-themed teasers on social media, showcasing the school atmosphere, student uniforms, and unique features. The game launched on May 15th, perfectly timed with the school term’s start. To enhance the experience, we introduced a catchy school song with "Run, Hide, Fight" principles embedded in the lyrics, supported by a fun music video.
In line with Roblox’s guidelines against real-life violent events, we crafted a storyline where aliens invade the Earth, forcing players to apply survival tactics. The invasion acts as the catalyst for players to use the "Run, Hide, Fight" principles, with helpful guidance provided throughout the game, all leading to safe escape routes.
After launch, we maintained momentum with regular social media updates, exclusive in-game events, and rewards like badges and limited-edition items. We also cross-promoted the game in other popular Roblox experiences to keep players engaged.
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RESULT :
School of Survival has garnered significant attention, with both Thai and international children playing and discussing it extensively on social media. Game casters have featured it on their channels, and it has received coverage from various media outlets, including news agencies, blogs, and websites. The game has been showcased at major events. Moreover, it has been chosen as an educational tool to teach survival skills in the event of mass shootings in schools nationwide. Soon, they will be transformed into realistic environments by implementing this survival game, serving as a valuable educational tool in classrooms. A community of schools within the game has already formed, and we have organized roadshows to various schools to spread awareness and introduce the game more widely.
- 250,000+ Game Visits
- 1,750,000+ minutes played
- 44,000,000+ Impressions
- Chosen by schools nationwide to be an education tool
- No.1 Thai Survival Roblox game
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URL 1 :
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USERNAME 1 :
School_guest011
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PASSWORD 1 :
Cosi@BKK011
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URL 2 :
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USERNAME 2 :
School_guest012
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PASSWORD 2 :
Cosi@BKK012
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URL 3 :
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