What is your signature innovation in one sentence?
Promoting Safe Sex in a fun and interactive manner through our game- Play Safe.
Describe your innovation. What makes your idea unique and different than others doing work in the field?
Play Safe is a quirky and effective tool for promoting Safe Sex. It naturally targets the audience that is at maximum risk of being infected with AIDS, namely teenagers and young adults. As a game, Play Safe anchors the message of Safe Sex across 5 levels of increasing difficulty in a fun and comprehensive manner. Social Awareness messages are generally considered preachy. In contrast, Play Safe, being a game, approaches the subject in a friendly and humorous way, as the player's friend, rather than a moral science teacher.
Play Safe is a game where condoms have to be distributed to love-struck couples in a specific color coded order. Arrows guiding the condom packages on the conveyer belt have to be manipulated to target the condoms to the right receivers. Quirky, tongue in cheek slogans prompt the player to play better. These slogans are funny and informative and will definitely be shared by the player with his buddies.
What barriers exist that are creating the problem your innovation is hoping to address/change?
Sex education in India is rather undermined as anything to do with sex still holds a taboo status. To get the message across to young adults, we have to bypass the narrow mindset of the average Indian family.
Delivery Model: How do you implement your innovation and apply it to the challenge/problem you are addressing.
We had launched Play Safe on Zapak.com as a Valentine's Day Special. We'll be promoting it again on Decemeber 1st (World AIDS Day). The game will also circulate across Zapak.com in the course of the year.
Launched in November 2006, Zapak.com is today India's largest Casual Gaming portal with over 3 million registered users generating over 2 million page views everyday. The size and scale of operations enable Zapak.com to reach the target group in the most effective manner.
How do you plan to scale your innovation?
At the Game Development level, we'll be adding more scenarios to Play Safe as well translating the game into regional Indian languages.
From an alliances angle, we'll be tying up with an NGO to take this game to grassroot India for maximum reach.
On Zapak.com, Play Safe will be actively promoted on Valentine's Day and World AIDS Day as well as through the year. Zapak.com is considering launching a separate section of games for promoting Social Awareness.