Kingdom Hearts 3 PSA Looks to Tackle Bullying as Square Enix Partners with Ad Council
Square Enix and Ad Council has teamed up to create a Kingdom Hearts 3 PSA focusing on anti-bullying in a bid to make young minds aware of their actions, be those good or bad.
Kingdom Hearts 3 has become the new face for Ad Council’s anti-bullying campaign “Because of You” after Square Enix and Ad Council partners together in a bid to reach gaming teens. You’ll find the PSA video featuring the characters in Kingdom Hearts 3 below.
The PSA video marks the first time Ad Council has worked with a video game publisher on a social good effort. However, Square Enix has worked on similar in the past, one being when they worked with PACER to bring “Everyday Heroes” featuring the cast from Life is Strange.
The goal of Ad Council’s Because of You is to encourage young minds to consider the impact of both their positive and negative actions and the effects they can have on their peers. The video introduces footage from Kingdom Hearts 3’s cutscenes showing villain’s impacting the heroes with hurtful actions, and also heroes helping the various characters of the world bringing happiness and kindness to the climax of the video.The video also features an outro scene especially made for the Because of You PSA featuring the protagonist, Sora bringing an end to the video, surrounded by various characters, including an angry looking Donald and Goofy.
Brendan Docherty, the Sr. Manager, Product Marketing at Square Enix mentions in a press release that the series is “about the power of friendship and helping those in need in order to overcome darkness”. Due to the characters throughout the Kingdom Hearts 3 world facing their own challenges to overcome and needing the help of friends, he says, “We thought these themes matched very well with the valuable life lesson of the Because of You campaign.”
Ad Council also share some information regarding bullying.
“two-thirds of teens say they’ve experienced bullying, but most of them don’t think they contribute to the problem. This means many teens aren’t aware that their actions may be hurtful to others and they don’t always realize when they’ve crossed the line from joking around to saying something harmful. The Because of You campaign is a movement encouraging teens to reflect on the power of those words and actions.”
Anastasia Goodstein, SVP of Digital Product Management at the Ad Council states that Kingdom Hearts 3 “is one of the year’s biggest game releases, and we’re excited to see the game’s message of support and friendship reach millions of teens. It’s a great fit with our campaign’s idea that everyone should reflect on the power of their actions.”
Last month, Kingdom Hearts 3 reached the top spot for the PlayStation Store downloads, and in a heartfelt message from Shinji Hashimoto, he quotes “my friends are my power.” Further embedding how much the game is focused on positivity and kindness.
Kingdom Hearts 3 is available now on PS4 and Xbox One.