22.6% of Gen Z defines success as feeling happy and content in their daily life. However, to feel happy, they need to talk about their feelings. Yet, 45% of 18-34 year-old men have avoided talking about their problems because they don’t want to appear vulnerable.

Insight:

One of the only places men talk about their feelings is during gaming sessions with friends.

Idea:

For the first time, the new ToxMod Call of Duty function (an AI powered offensive-speech detector) will encourage young men to be more successful with emotions and video games, by converting conversations about feelings into XP points.

Target audience: Gen Z men (aged 18–27) who spend their downtime in digital spaces like gaming.

Approach: With approximately over 40 million male players of Call of Duty monthly, we chose this medium as the primary one to deliver the message.

ToxMod AI the new Call of duty AI powered offensive-speech detector, will encourage young men to be more successful with emotions and video games, by converting conversations about feelings into XP points

Implementation

1. Enhance ToxMod to react to specific words, capturing conversations about young men's feelings.

2. On the Call of Duty homepage, we will place a screen inviting gamers to earn XP by talking about their feelings.

3. The ToxMod will analyze the match and convert time spent discussing their feelings into Successful Points for XP.

4. Amplified our initiative with gamer influencers and stream private gaming parties with fans.