BUSINESS CHALLENGE

How can News Corp do its part to help end violence and disrespect against women?

INSIGHT

Violence in the media we consume can normalise violence against women. In GTA (Grand Theft Auto), we are even encouraged to be violent to female sex worker characters.

IDEA

The Respect mod - an in game mod for Grand Theft Auto which stops players from being able to harm any of the female characters.

EXECUTION

Once players install this mod, they are no longer able to harm any female characters. Being violent towards them results in them going to jail in game where they lose all their belonging and money.

This mod is currently being built by female modders and will be debuted live by some of Australia’s best female Twitch streamers as an awareness piece. They will then direct their followers to a website to donate to charities that support victims of domestic abuse.