LEGO Life
LEGO Life
How do we make online safety fun?
The LEGO Group wants to empower kids to keep themselves and others safe in online communities. Kids will tune out, though, if they feel they’re being lectured. To make online safety fun, we stood in their shoes to tell relatable stories and engage them in active learning on LEGO Life.
By empowering kids with digital citizenship skills, this content boosted a priority program in the LEGO Group's responsible child engagement initiative.
We made online safety fun
Kids meet on the LEGO Life app to enjoy entertaining activities, creative tasks, and amusing characters from the LEGO Group’s IPs. We tapped into that to jumpstart dialogues about what makes online communities safe – and unsafe.
Of course, top-down communication can alienate kids, so we delivered the learning through a likable cast of non-playable characters called Online Heroes. They told relatable stories, reflected on mistakes, and shared emotions in a way that spoke to kids peer-to-peer.
While the Online Heroes already existed, we brought their distinctive personalities and voices to life. They now live on in the app, having become friends with and role models for the LEGO Life community.
