Client

Food For Thought Media
https://foodforthoughtmedia.com/

prOJECT date

March - May 2023

Services

B2C

Product PR

8

Clippings

20 million+

reach

The brief

At Laika, we work hard, but we also play hard. From the latest AAA blockbusters to MMOs, our team enjoys them all. Our gaming hearts were over the moon when Food For Thought Media, an educational games and culture collective, approached us to support their mission. Our Berlin neighbours develop computer games with educational value covering a wide range of topics that are deeply anchored to the identity of the city, such as gender, identity, LGBTQIA+, sexuality, public space, justice, racism, disabilities, accessibility, climate, or environment. . 

Food for Thought Media space mission was simple: They didn’t want us to get them to the moon and back, just to give them the rocket start to the stratosphere they needed and deserved. We were tasked with creating awareness around their games and their message, generating media coverage about who they are, their mission and what they do, and by doing so increasing the games’ sales, gaining visibility amongst stakeholders and building long-term good relations with them. With our love for gaming and our great connections in the gaming and culture sector, the Space Dogs were more than ready to support Food For Thought’s quest.

The campaign

Due to the importance of the societal issues raised by their games, it was essential that we reached a wide range of journalists, spreading from mainstream magazines to hardcore gaming portals through society and psychology publications. With the objective of increasing awareness around Food for Thought’s mission, we offered journalists the opportunity to try the games for themselves. We carefully crafted press releases for games such as “Sibel’s Journey”, putting  the important social issues, such as gender and sexuality, explored by the game in the limelight. Thanks to our common local connections, we facilitated workshops in schools, and offered interviews to showcase Food for Thought Media’s expertise at effectively communicating these sensitive but vital issues to the next generation. 

We successfully brought awareness to Food For Thought Media’s socially conscious games, generating a total of 8 clippings with a reach of over 20 million, including a great hit in Heise!