NFP video game partnership looks to make the internet a friendlier place
5 December 2020 at 8:00 am
Australians are being encouraged to “embrace their nerdiness” while gaming this Christmas
An iconic candy brand has teamed up with a charity to help Australians tackle cyberbullying and online abuse issues while playing Animal Crossing: New Horizons.
NERDS has partnered with The Cybersmile Foundation to launch NERDS World – an interactive island found within Nintendo’s popular life simulation game.
Available in Australia, the United Kingdom and Canada, NERDS World is shaped just like the candy and covered with purple and pink decorations, stickers and Easter eggs.
Players on the island will be directed to Cybersmile’s AI Assistant tool through QR codes, which provides access to different Cybersmile anti-bullying resources.
This in-game feature forms part of the brand’s ongoing “Stay NERD” campaign, which encourages people to “embrace their nerdiness” by believing in themselves and helping others.
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Kelly Peyser, NERDS senior brand manager, said this showcased the company’s values around inclusivity, belonging and positivity.
“We saw Animal Crossing: New Horizons as an ideal place to bring these values to life, as the game creates a positive, fun experience where players don’t compete against one another but instead work together to create thriving communities online,” Peyser said.
Cybersmile director Scott Freeman said NERDS World is filled with positive messages and tips throughout, and will help players who want to learn more about or get help related to online abuse or cyber-bullying.
“Especially during a time where the world looks different these days, NERDS World will provide players of all ages with the opportunity to connect virtually with friends and family, as well as build an even broader community online,” Freeman said.
“We are incredibly excited to be working with NERDS to introduce this creative destination, which will serve as a support system for young internet users across the world.”
NERDS World will be available until 17 December. You can find out more here.