We identified that audio and voice communication within online gaming served as a significant catalyst for harassment. Consequently, this crucial feature of gaming instilled fear in women, occasionally leading them to exit these gaming communities.

As the leading beauty brand in Brazil, O Boticário, the biggest beauty brand in Brazil, wanted to expand their mission to fight for a more diverse and equal society, by aiming to create a secure and supportive environment where women were able to freely talk on Discord, the most popular platform for gamers to connect.

The ultimate goal of the campaign was to positively impact entrenched gender inequality and injustice in the gaming world by empowering female gamers and inspiring a new generation to claim their place in the gaming world.

The Unsilenced Server:

A discord server where female voices can't be muted:

O Boticário entered the most-used voice communication app for gamers, Discord. Then, we studied the platform and established the first server entirely safe for women to freely talk and play, powered and elaborated with tech solutions.

We enhanced the server's experience with content and technologies to make it self-sustainable in the long term and attractive for users to stay active.

• Biggest female voices (famous female streamers) became server ambassadors and gave mentorship to emerging talent.

• A matchmaking app united members interested in playing the same games.

• A sorority bot recommended livestreams from fellow women live on Twitch.

woman live on Twitch.

The strategy was to address the issue of toxicity in the gaming community, particularly towards women gamers in Brazil, by creating a safe and supportive space through The Unsilenced Server. A research was conducted to understand the needs and experiences of female gamers in the country and the insights that drove this strategy were that 78% of women feel unsafe while voice communicating in games.

The campaign aimed to provide them with added value through technology, and engage the brand in a meaningful way by creating positive change in the industry.

The media outlet chosen was Discord, a massive audio app that is widely used by gamers online.

The matchmaking and sorority bots were designed to enhance the gaming experience while creating a supportive community of female gamers who could connect, play, and compete in a safe environment.

O Boticário entered the most-used voice communication app for gamers, Discord.

Then, we studied the platform and established the first server entirely safe for women to freely talk and play, powered and elaborated with tech solutions.

We enhanced the server's experience with content and technologies to make it self-sustainable in the long term and attractive for users to stay active.

• Biggest female voices (famous female streamers) became server ambassadors and gave mentorship to emerging talent.

• A matchmaking app united members interested in playing the same games. • A sorority bot recommended livestreams from fellow women live on Twitch

• The overall activation achieved a healthy and self-sustainable Discord community, reaching over 4,000 recurrent monthly active users. • Around 20,000 total hours of voice chat per month. 73% higher than the average per user on overall Discord channels. • Dozens of amateur teams formed within the server, with a few even becoming professional on local leagues. • More than 200 rookie female streamers were suggested within The Unsilenced Server, demonstrating how the bots successfully fostered a positive community. • According to Pesquisa Game Brasil, brazil's most comprehensive survey on gaming, O Boticário grew brand perception, becoming the most beloved beauty brand for gamers.