Bangkok University’s CoSI teaches survival skills during shooting incidents on Roblox via Dentsu Creative Thailand and Dentsu One Bangkok

Recently, Thailand has seen more public shootings and attacks, especially involving children. So Dentsu Creative Thailand and Dentsu One Bangkok partnered with Center of Specialty Innovation, Bangkok University to find a way to educate,  protect and teach kids to survive in these situations. Right now, Thai society doesn’t provide enough knowledge because they think such events won’t happen, so schools aren’t prepared to protect students, teachers, and staff.

Roblox is a popular gaming platform where children around the world, including Thailand, love to play. Thailand ranks 7th in the world for the number of children playing Roblox. To help children learn through what they love and play regularly, Dentsu Creative Thailand and Dentsu One Bangkok have created a Roblox game that provides knowledge and teaches survival skills during shooting incidents, based on the “Run, Hide, Fight” principle. This is a universal principle used worldwide for survival during shooting incidents. This new training experience is suitable for children, allowing the game to act as a practice guide that players can train with anytime, anywhere.

The Center of Specialty Innovation (CoSI) at Bangkok University collaborated with Dentsu Creative Thailand and Dentsu One Bangkok, and also worked with criminologists to incorporate the “Run, Hide, Fight” method into the game design. They provided guidance on which routes to take to escape to safety, where to hide, how to fight back, and what could be used as weapons. The game environment includes hiding spots, escape routes, and cover areas within the school to ensure the game is practical and follows the correct principles.

Before launching the game, a “School of Survival” social media page was created. Dentsu Creative Thailand and Dentsu One Bangkok posted various content related to the school, such as the school atmosphere and student uniforms, as teasers to attract children’s interest. The game was launched on May 15, the start of the school term. A school song was also composed in a style kids like incorporating the “Run, Hide, Fight” principles into the lyrics. Additionally, a music video was made to promote the game.

Since Roblox prohibits creating games based on real violent situations, this game features a story where aliens invade Earth. The alien spaceship crashes near the “Survival School,” and the aliens attack the school, intending to harm the children. Players must survive using the “Run, Hide, Fight” method. Instructions are provided at various points in the game, such as messages on phones, blackboards, and classroom signs, to help players escape safely to the police.

The area around the school is designed to be realistic, with shops, cafes, restaurants, buildings, houses, parks, and more. This allows kids to enjoy other activities, such as walking around, taking pictures, or hanging out with friends.

After launching the game, they continued to post related content on social media and set special in-game events. Players could earn various badges by completing specified missions, and Dentsu Creative Thailand and Dentsu One Bangkok distributed limited items that are exclusive to this game to generate ongoing interest among kids. They also organized a team to promote the game in other Roblox games.

Since the launch of “School of Survival,” there has been a significant buzz about it. Both Thai and international players have joined, discussed, and recommended it to their friends on various social media platforms. Additionally, game streamers have showcased our game on their channels, and it has been featured in various media outlets including news agencies, blogs, and websites. The game has been presented at important events and has even caught the attention of the National Police Bureau. Furthermore, the game can be used as a prototype for schools interested in customizing the map and details to fit their institutions, serving as a learning tool in their classrooms. This has also led to the creation of a school community within the game, and organized roadshows to visit different schools to educate and promote the game more widely.

Credits
Client: Center of Specialty Innovation, Bangkok University
Agency: Dentsu Creative Thailand / Dentsu One Bangkok
Chief Creative Officer: Subun Khow
Creative Director: Priebduan Chotimanukul
Associate Creative Director: Chuesai Suvarnapunya, Kamon Ploydang
Senior Art Director: Monthicha Darawankul
Art Director: Wasitthee Phoomsrichan
Creative Group Head: Sompob Dokmaites
Senior Account Management Director: Pattareya Komolboon
Account Director: Mayvika Homchan
Senior Account Executive: Rattapong Ngaongern
Traffic Manager: Wichitra Tritodtrakoon
Senior Creative Coordinator & Creative Data Specialist: Sukanya Sitthisang
Media Managing Director: Chasesada Lovanich
Announcer: Keeraburd Kijjaroenpulsin
Proofreader: Pawina Thuamsaeng
Criminologist: Asst.Prof. DR. Tanansak Borwornnuntakul
Director of BU-MIT Lab : Asst.Prof. Worawat Choensawat (Ph.D.)
Researcher : Asst. Prof. Kingkarn Sookhanaphibarn (Ph.D.)
Developer : Thanapanya Pensuwan, Sirasit Tumvijit, Jirawat Damung