This program trains gamers to recognize the signs of suicide

'Life Gamers' via Leo Burnett Tailor Made aims to help prevent world's second biggest cause of teen death

Published On
Oct 11, 2021

Editor's Pick

World Mental Health Day this weekend (Oct. 10) has seen many brands address a crisis that has come to the fore during the pandemic—teenage mental health and suicide. According to the World Health Organization, suicide is now the number two cause of death among people 15 to 24 years old, second only to car accidents. And in the country of Brazil, 77% of students stated feeling sad, anxious, or emotionally overwhelmed, according to social equity and humanitarian organization Lemman/Itaú Social Foundation.

One company that is doing something practical to help is Brazilian suicide prevention NGO Centro de Valorização da Vida (CVV), which has been working with agency Leo Burnett Tailor Made to train e-sports players to spot the sign of suicide in other players.

The idea is to train the young players themselves to be able to recognize when a friend or game partner may be at risk. The NGO’s specialists and volunteers connect with each team and talk to them for an hour to train them; the agency has already trained 10 squads in five different e-sports teams, and it now aims to train the players of the 48 teams in the largest Pro Evolution Soccer e-sports league in Brazil.

CVV is also providing video training aimed at gaming streamers and influencers, some of whom have already reached out to better help their fans. Anyone interested in the project can visit the website and find out how to become a "Life Gamer."

"We believe this is an efficient way to reach an audience that is typically more averse to conversations about mental health," said CVV volunteer Carlos Correia in a statement. "Youths talk to youths, and nearly all of them are playing online. It is extremely important that they learn how to help, listen without judging, and encourage their friends to reach out to the CVV or to a professional."

The campaign is the latest to explore the idea of gaming as mental health therapy. Last year, a campaign via The Community, created in partnership with Esports company Skillshot and mental health organization Rise Above the Disorder (RAD), invited players to partake in actual therapy sessions while they were playing an actual game. The Ad Council has also run a campaign encouraging gamers playing Guild Wars 2 to check in on their "guildmates."



Oct 11, 2021
Client :
Agency :
Leo Burnett Tailor Made - Brazil
Marcelo Reis
Creative VP :
Pedro Prado
Creative VP :
Pedro Utzeri
Creative VP :
Vinicius Stanzione
Creative Director :
Tomas Correa
Creative Director :
Juliana Uchoa
Copywriter :
Rodrigo Martinz
Copywriter :
Luis Rombino
Art Director :
Tiago Padilia
Technology and Digital Acceleration Director :
Denis Gustavo Alves
Integrated Production Director :
Maria Fernanda Moura
Camila Aquino
Agency Editing :
Chrystian Danucalov
Producer :
Ricardo Sotello 
Account Services :
Fabio Brito
Account Services :
Mariana Nunes
Account Services :
Raiza Scatena
Account Services :
Marcela Andrietta
Account Services :
Gabriel Gattas
Media :
Andrea Hirata
Media :
Heloisa Goldman
Planning :
Tiago Lara
Press Relations :
Jef Martins
Press Relations :
Nathalie Ursini
Press Relations :
Mariana Dutra
Client Approval :
Carlos Correa
Client Approval :
Elodia Blanco
Client Approval :
Renato Caetano de Jesus

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