Campaign Goal : Combat online harassment in gaming communities. Positioning Listerine as a brand that champions a safe and inclusive gaming environment.

Campaign Insight : 79% of participants reported that sexism is prevalent whilst 63.3% of women reported being harassed within the online gaming community.

Campaign Strategy : Listerine plays a role to wash all the dirty mouths, first stop being gaming.

Campaign Line :Wash your Mouth Out

In-game Engagement : Powering the female gamers with Listerine firearms which they can use if harassed.

Messaging :Bold and brave messaging to stop the harassment in gaming, as in-game adverts.

Results :95% of my creative directors expressed enthusiastic approval for the art direction and campaign