3. • Millions of men, women, adults and children play video
games. However most gamers don’t realize that these video
games can have a underlying effect on our mind and morals,
especially on our youth.
• There is no punishment for repeated violence or aggression, it
becomes a continuous cycle of reward.
• The violence is presented as justified and without punishment.
• What effect does this violence have on the developing brain of
a child or a young adult. Will they mimic these behaviors in
society?
Introduction
4. • Everyday adults and parents
buy these violent video games
without sufficient information
as to what kind of content is in
the game or what affect the
game might have on their
children.
• To inform parents that there are
potential side effects.
• My mission is to provide them
with information on ways to
prevent exposure to such
content and better ways to
monitor their children.
Executive Summary
5. • To truly get an understanding of the topic I looked at literature
reviews and did extensive secondary research.
• I used this research so I can better inform my target audience
• The research pointed out three main areas of concern for
children and young adults playing violent video games.
Areas of Concern:
1. Awareness
2. Possible side effect of continued exposure
3. General Statistics
Secondary Research
6. • Parents are not aware of what they are buying their
children.
• Parents are not aware of the ESRB rating system much
like the TV rating system for video games.
• Parents lack information about the types of video games
and their content.
1. Awareness
7. • Desensitization Theory - Through
time we become less sensitive to
violent things we see or hear about
because we are so exposed to it in
a certain medium. Continued
exposure to content makes the
child less sensitive to the material
they see.
• Modeling Theory - A child models
what they see on the TV or in
video games.
2. Side Effects
8. • 45 % of all video game players are under the age of 18,
that means that of the 146 million gamers in the United
States, 65.7 million are children and teens. 20 million
video game players are 12 and under, according to a Wall
Street Journal survey (10/14/02).
• 78 % of unaccompanied children ages 13–16 were able to
buy Mature-rated games at retail stores, according to a
secret shopper survey conducted by the Federal Trade
Commission in 2001. (Smith)
3. General Statistics
9.
10. • The number of violent interactions in a 10-minute play
period ranged from 2 to 124. (Smith)
• In 98 % of the games surveyed, aggression went
unpunished. In fact, in more than half the video games the
perpetrators were rewarded for their aggressive actions.
(Smith)
This secondary research makes it apparent that there
should be a clear concern about our youth and violence
in video games.
3. General Statistics
(cont.)
11. Strengths
• Existing ESRB rating system
• Employees of retail stores
aren’t aware of the importance
of the ESRB rating system
Weaknesses
• Rating system is not stringent
enough
• Rating system is not being
enforced by retail store owners
Situational Analysis
12. Opportunities
• Stricter punishment for volition of selling mature
games to underage persons.
• PSA informing video game players of possible
psychological impact such as aggressive behavior
especially among children.
Threats
• ESRB age limit adjustment.
• Continued lack of parents involvement in monitoring
their child's gaming.
Situational Analysis
(cont.)
13. • To inform, educate and raise awareness among adults so
they have a better understanding of the content and
affects violence in these games could have on their
children.
• Give parents resources to better monitor their children's
game play.
Key Message
14. • My campaign is not geared toward one audience.
• My goal is to reach out to primary and secondary
audiences, which include but are not limited to parents
and the local media.
Target Audiences
15. Parents
• Since parents are the purchasers of video
games for their children they will be my
primary audience.
• My campaign will directly reach out to
parents in the Jacksonville, FL metropolitan
area
Primary Audiences
16. Local Media
• Violence in video games and its relationship to our youth
should be a major concern not for our parents but also the
community.
• Target local Jacksonville station (TV, Radio).
• Create public service announcements and press releases
about violence in video games and give them to local
electronic and print media.
Secondary Audiences
17. Objective 1: Raise 5000 parents awareness towards video game
violence between the months of December 1st and March 1st.
Tactics:
1. Distribute pamphlets with information on violence in video games.
• Take pamphlets to a video game store.
• Pass pamphlets at the St. Johns Towncenter.
2. Contact local news media
• Pitch the campaign idea to TV and Radio that appeal to my target audience.
• Have newspaper run an article including my research.
3. Create a Blog
• Include video game feedback with player rating the amount of violence in a
particular game on a scale of 1-10.
• Use statistics, charts and graphs that pertain to video game violence.
Campaign Outline
18. Objective 2: Educate 300 parents as to the effect violent content can have on
their children in the month of December.
Tactics:
1. Community Meetings
• Hold 5 community meetings discussing the different theories involved with
continued exposure to violent video games in young adults.
• Inform parents of the ESRB rating system and why it is used.
2. Newsletter
• Print out 200 newsletters and put them in doors at my apartment complex.
• Print out 200 newsletters and put them in near by subdivision mailboxes.
3. Family Fun Night
• Post flyers to educate parents about the affects violent content can have at
local YMCA and Boys and Girls Club and also promotes family fun night.
• For parents and kids to play non-violent video games together.
Campaign Outline
19. Objective 3: Educate 500 parents about the ESRB rating system in the month of January.
Tactics:
1. Video Game Stores
• Ask sales associates to put a ESRB rating scale in customers bag after purchase.
• Had out a list of the ESRB ratings outside of the store.
2. Localize the efforts of esrb.org
• Create a website that includes information about the ESRB rating system.
• Provide a link on the website to the ESRB website.
3. Use Social Media
• Create a Facebook group for parents to post updates to one another about ESRB updates
and content.
• Create a Twitter account that parents can follow to keep updated with the latest ratings
assigned by ESRB.
Campaign Outline
20. • Number of TV viewers and
Radio listeners at the time
broadcast.
• Number of hits on blog.
• Turn out to community
meetings.
• Number of visits to website.
• Number of active Facebook
group members.
• Number of Twitter
followers.
Evaluation Method
22. • Smith, S.L., Lachlan, K.A., & Tamborini, R. (2003).
Popular Video Games: Quantifying the Presentation
of Violence and its Context. Journal of Broadcasting
and Electronic Media, 47 (1).
Works Cited
