Growing empathy among young men
The Wellcome Collection had developed a season of events to explore the entwined connection between humans and insects. Our task was to create interest among an audience of young men, a group with the time but not necessarily the inclination to visit the events.
We developed Who’s the Pest, an entertainment platform including an app-based game together with fun facts and a guide to build empathy among the audience.
Who’s the Pest was aimed primarily at an audience of online casual gamers that used portals like Kongregate, Amor Games and Newgrounds. A perfect format to appeal to young men, particularly 14 to 19-year-olds.
The focus of the content was to build interaction with the audience and to encourage them to really consider the story of insects.