Studies show that there's a big gap in the way Gen Z men understands success and the way they’re being portrayed, resulting in a variety of negative effects.

Unstereotype Alliance believes every man should be able to have his own version of success, and wants to encourage the Gen Z men to believe that many versions of his success are possible.

In gaming, stereotyped behaviors of success are often encouraged: earning as much coins as possible, owning more skins, beating someone in a fight. The games end up reflecting the expectations and behaviors that the players themselves have in the real world.

Through a media that’s close to the target’s heart, we’ll bring male Gen Z gamers to reflect about the impacts of the current perceptions of success portrayed in the game and their own perspective about it - inviting Fortnight players to break those stereotypes (well, almost literally).

Fortnite gathers 650 million registered players worldwide, with a target age penetration having 60% on the 18 - 24 age bracket (Business Of Apps 2023) that Unstereotype Alliance hopes to reach.

Besides, according to Fornite players, their most important life aspect is to be successful - surpassing aspects such as “a happy relationship” and “an honest and respectable life" (Statista 2023) - a behaviour that alerts us the players are being affected by the stereotyped expectations of success.

Fortnite also presents a big organic cross media opportunity - players often search about the game on other platforms, specially on Twitch and Discord.

Media strategy:

BREAKING GEN Z MALE'S SUCCESS STEREOTYPES IN GAMING TO DRIVE TRANSFORMATION IN REAL LIFE

Combining a unique activation on Fortnite and coverage focused on the target’s behaviors online (Twitch, Discord, Tiktok, Influencers and PR earned Media), we’ll invite the Gen Z to break stereotypical representations of male success to find new worlds, where healthier approaches are celebrated.

And what does success mean for the Unstereotype Alliance on (Un)stereotype - Breaking the game as an institution?

Helping shifting gamers perspective to a healthier portrait of male success on and off the game.

TURNING INTO

Material Success > Behavioral Success

Unhealthy competition > Great attitude .

We'll implement digital billboards on Fortnite that reinforce distorted representations of success.

Then, we’ll invite players to break them and lead them into alternative maps, where other representations of success will make you go much further in the game - and discovering new portrayals of masculinity along the way.

With missions and benefits that revolve around collaboration, having good relationships and mental health & wellbeing, players will get a “social value rating” at the end of the mission based on how much positive impact they created.

Media channels integration and timeline:

PHASE 1

- Fortnite Alternative Maps (objective: play in the game)

PHASE 2

- Twitch sponsored streaming with Ninja and customized items (objective: awareness, consideration and conversion)

- Discord promoted quests (objective: consideration and conversion)

PHASE 3

- TikTok, Influencers and earned media.