Chinese Anti-Drug Campaign Leverages Game Operators

June 2, 2010 -

The Chinese government is calling on the sizeable network of game operators within its borders for assistance with an anti-drug campaign.

Over 50 online game operators, including the likes of Shanda Entertainment and Giant Online, have said they will take part in a competition to create anti-drug public service advertisements at their own expense. The consortium was put together by Shanghai’s anti-drug commission, according to a story on China.org.cn.

The PSA’s judged to be best will eventually be shown on the city’s mobile TV network and in Internet cafes.

Of China’s 30 million online gamers, “most” were billed as being men, under the age of 35, which coincides with numbers estimating that 75 percent of all new drug users in Shanghai are people under 35. Xu Chuan, an “official” from the Shanghai anti-drug commission, noted, “Online gamers and drug users have similar demographic characteristics in most of the cases."

Xu continued, “The companies can have their names used in the ads, so it is really a win-win situation here: They get low-cost advertising and we have a free education campaign.”

If successful, the campaign could be adopted in other parts of the country.


|Image from ExplodingDog|


Comments

Re: Chinese Anti-Drug Campaign Leverages Game Operators

The part where they say that Online Gamers and Drug Users have "similar demographics" can also be said about how Rock Music and Drug Users fell into that same sort of belief from an older generation of parents back in the 1960s and 1970s,

What I am really trying to say is that these anti-drug campaingners are doing more harm than good because their messages contain allot of miss-information and they are not talking about the real problems of drugs, they are just targeting one youth problem with some sort of youth culture that they believe is assiciated with drugs.

Also they have got another thing wrong, their logo is really disturbing and seems to indicate that "Don't do drugs, or we will make you die" sort of thing.  

 

Plus, same thing happened in the late 80's early 90's when politicians and anti-drug organisations started wanting cartoon characters to talk about drugs to an age group who had no idea what drugs were...

I can still remember Bugs Bunny saying "What is this, a joint?"

TBoneTony

Re: Chinese Anti-Drug Campaign Leverages Game Operators

Not to mention he same demographics might be I dunno rebellious and think differently than the government....


I have a dream, break the chains of copy right oppression! http://zippydsmlee.wordpress.com/2010/05/21/cigital-disobedience/


Copyright infringement is nothing more than civil disobedience to a bad set of laws. Let's renegotiate them.

---

Patreon

Deviantart

Re: Chinese Anti-Drug Campaign Leverages Game Operators

Wait, are you sure they're claiming games are associated with drugs? Sounds more like "most drug users are young. most gamers are young. assuming no relation between gaming and drug using, targetting gamers with anti-drugads still seems like a good way to reach drug users."

Re: Chinese Anti-Drug Campaign Leverages Game Operators

YOU MONSTERS! YOU MURDERED AN INNOCENT UNICORN!!!!

 
Forgot your password?
Username :
Password :

Shout box

You're not permitted to post shouts.
Mattsworknameanother07/28/2015 - 9:16pm
Mattsworknameyou HAVE TO click on it. So they get the click revenue weather you like what it says or not. as such, the targeting of advertisers most likely seemed like a good course of action to those who wanted to hold those media groups accountable for one reason07/28/2015 - 9:16pm
MattsworknameBut, when you look at online media, it's completely different, with far more options, but far few ways to address issues that the consumers may have. In tv, you don't like what they show, you don't watch. But in order to see if you like something online07/28/2015 - 9:12pm
MattsworknameIn tv, and radio, ratings are how it works. your ratings determine how well you do and how much money you an charge.07/28/2015 - 9:02pm
Mattsworknameexpect to do so without someone wanting to hold you to task for it07/28/2015 - 9:00pm
MattsworknameMecha: I don't think anyone was asking for Editoral changes, what they wanted was to show those media groups that if they were gonna bash there own audiance, the audiance was not gonna take it sitting down. you can write what you want, but you can't07/28/2015 - 8:56pm
MattsworknameAndrew, Im asking as a practical question, Have gamers, as a group, ever asked for a game, or other item, to be banned. Im trying to see if theres any cases anyone else remembers cause I cant find or remember any.07/28/2015 - 8:55pm
Andrew EisenAs mentioned, Gamasutra isn't a gaming site, it's a game industry site. I don't feel it's changed its focus at all. Also, I don't get the sense that the majority of the people who took issue with that one opinion piece were regular readers anyway.07/28/2015 - 8:43pm
MattsworknameDitto kotaku, Gawker, VOX, Polygon, ETC07/28/2015 - 8:41pm
MechaTama31So, between pulling a game from one chain of stores, and forcing editorial changes to a media source, only one of them strikes you as being on the edge of censorship, and it's the game one?07/28/2015 - 8:41pm
Andrew EisenHave gamers ever tried to ban a product? Can you be more specific? I'm not clear what you're getting at.07/28/2015 - 8:41pm
Mattsworknamethey should have expected some kind of blow back. But I didn't participate in that specific action07/28/2015 - 8:41pm
MattsworknameAndrew Youd have to ask others about that, I actualyl didn't have much beef with them till last year, so I can't speak to there history. I simply feel that gamesutra chose politics over gaming and chose to make enimies of it's prime audiance. For that,07/28/2015 - 8:40pm
Andrew EisenI'm still not clear on how Gamasutra was lacking in accountability or what it was lacking in accountability for.07/28/2015 - 8:38pm
MattsworknameAndrew: You and I agree on most of that. I don't diagree that there should ahve been other actions taken. Now, I do want to point something out, casue Im not sure if it's happened. Have gamers ever tried to have a product banned?07/28/2015 - 8:37pm
Mattsworknameimproperly. Neither is good, but one is on the edge of censorship to me, while the other is demanding some level of accountability from public media provider. but thats just my view point07/28/2015 - 8:36pm
MattsworknameEZK: You can treat it as bullying or what not, As I've pointed out, I didn't like either practice, I made that clear. But I do hold some different between trying to pull a product from the shelves, and calling out a media outlet that you feel has acted07/28/2015 - 8:35pm
E. Zachary KnightMatt, So you feel confident enough to make the call that petitioning target to remove GTAV is "bullying and threatening" but not confident enough to make the call on Intel/Gamasutra. Finding it hard to take your gripes seriously.07/28/2015 - 8:27pm
Andrew EisenAs for gamers holding media sites accountable? If you mean, how to respond to opinion pieces you disagree with, yes, there are tons of more appropriate means.07/28/2015 - 8:27pm
Andrew EisenAgain, no one likes being lumped in with the bad apples. Gamers or feminists so lets all strive not to do that, yes? Could the petitioners gone about it a better way? Yes, it could have been more factual in its petition, for starters.07/28/2015 - 8:25pm
 

Be Heard - Contact Your Politician