In September 2024, Change The Ref, a nonprofit founded by Manuel and Patricia Oliver after the tragic loss of their son Joaquin in the 2018 Parkland school shooting, launched ‘The Final Exam’. This groundbreaking video game challenges the narrative that violent video games contribute to real-world gun violence. Instead, it leverages the immersive power of gaming to educate players on life-saving gun legislation and motivate political action.
Objectives:
- Challenge Misconceptions: Counter the belief that video games incite gun violence by demonstrating their potential as educational tools.
- Educate on Gun Legislation: Inform players about specific gun control bills that could prevent future tragedies.
- Mobilize Advocacy: Empower a new generation to hold elected officials accountable and advocate for meaningful gun reform.
The Final Exam immerses players in a hyper-realistic survival scenario set in an American high school during a mass shooting. The gameplay, lasting approximately ten minutes—the average duration of such incidents—requires players to navigate the school, avoid the shooter, and collect five hidden legislative bills:
- Assault Weapons Ban
- Secure Storage (Ethan’s Law)
- High-Capacity Magazine Ban
- Universal Background Checks for All Gun Sales
- Raising the Minimum Purchase Age
Collecting all five bills is essential to “survive” the game, symbolizing the real-life necessity of comprehensive gun legislation. The game incorporated real data from past school shootings to enhance realism. It avoids graphic violence, focusing instead on audio cues like gunfire, alarms, and heartbeats to convey urgency and fear.
‘The Final Exam’ has been recognized as an unprecedented approach in the gun control sector, tapping into the gaming audience for the first time and empowering a new generation to push for gun reform. By transforming a medium often blamed for violence into a tool for advocacy, the campaign has sparked conversations nationwide and inspired civic engagement among younger demographics.
The game exemplifies how innovative use of digital media can challenge prevailing narratives and drive social change. By confronting players with the realities of school shootings and the importance of legislative action, it serves as both a memorial to victims and a call to action for a safer future.
AWARDS
D&AD 2025
- Graphite Pencil in Art Direction (Gaming & Virtual Worlds)
- Graphite Pencil in Impact (Campaign Communications)
- Graphite Pencil in PR (Digital & Social)
- Wood Pencil in Digital Marketing (Storytelling)
- Wood Pencil in Experiential: Activation & Participation (Virtual Activations)
- Wood Pencil in Entertainment (Experiential)
- Wood Pencil in Health & Wellbeing (Experiential)
- Wood Pencil in Health & Wellbeing (Gaming & Virtual Worlds)
- Wood Pencil in PR (Public Affairs)
One Show 2025
- Gold in Use of Gaming as a Tool
- Gold in Gaming for Good
- Gold in Gaming / Online
- Gold in Games / Gaming
- Gold in Innovation, Use of Media in Experiential and Immersive
- Gold in Public Relations for Good
- Silver in Online Community Platform
- Silver in Experiential and Immersive for Good
- Silver in Brand Entertainment for Good
- Silver in Interactive & Mobile for Good
- Bronze in Digital & Online
- Bronze in Craft / Storytelling
- Bronze in Craft / Art Direction
CREDITS
Client: Change The Ref. Founders: Manuel and Patricia Oliver. Agency: Energy BBDO. Global Chief Creative Officer: Chris Beresford-Hill. Chief Creative Officer: Josh Gross. Creative Directors: Gabriel Barrea, Zé Baldin. Associate Creative Director / Designer Lead: Victor Ferreira. Senior Copywriter: Peter McCormick. Director of Creative Resources: Erin Welsh. Innovation Director: Casey Campbell. Chief Marketing Officer: Peter Loftus. Managing Director: Daale Carter. Account Director: Juan Roman. Senior Producers: Currey Dorris, Nina Xoomsai. Senior Content Producer: Natalie Promagier. Director of Production: Mitch Monson. Game Development Studio: Webcore Games. Executive Director: Fernando Chamis. Studio Director: Winston Petty. Producer: Gustavo Peter. Assistant Producer: Nicolle Rios. Technical Lead: Felipe Moreti. QA Tester: Amanda Vergueiro. Technical Artist: Eduardo Paladini. Unreal Programmers: Gabriel Inoue, Leonardo Garcia, Leonardo Putini, Rui Bronze. Unreal Tech Lead: Rafael Medeiros. UI/UX Designer: Vinicius Aleixo. Environment and Lighting Artist: Youssef Mejri. Gaming Strategy & Capture Agency: DRUID Creative Gaming. CEO: Claudio Lima. Chief Growth Officer: Bernardo Mendes. Chief Operating Officer: Evandro Guimarães. Chief Strategy Officer: Bruna Pastorini. Game Capture Director: Renan Godoy. Game Capture Specialist: Rodolfo Oliveira. Video Editor: Caio Mendonça. Sound Designer: Leandro Antônio. Motion Designer: Jean Estevão. Audio Production Studio: Flutu Music. Founder & Audio Director: Victor Hime. Influencer Marketing Agency: OMG Creo.
