Are you a gamer girl? Have you heard about Safi’s recent OOH campaign?
Safi, a trusted skin care brand, is empowering all hijabi gamers in Malaysia to embrace their identity with confidence and skill through an OOH campaign. It’s a surely a praise-worthy movement to celebrate diversity and inclusivity within the gaming community.
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Entitled “Sembur, Play, Slay,”, this OOH campaign aims to break down barriers and stereotypes faced by hijabi gamers. The campaign aims to encourage them to level up their gaming experience while staying true to their identity. The term “sembur” in Malay translates to “spray,”. It symbolises the act of confidently asserting oneself in the gaming world, spraying away doubts and insecurities.
At its core, the campaign recognises the vibrant and diverse community of hijabi gamers who often navigate the gaming world with determination. By providing a platform for them to showcase their skills and passions, Safi is fostering a culture of inclusivity where everyone feels empowered to thrive.
Play & Slay?
On January 6th and 7th, the inaugural hijab-wearing gamers-only tournament took place. Five teams competed for the grand prize of RM10,000 and the chance to become the brand’s ambassadors in upcoming campaigns.
The campaign rejoices in the launch of Safi Parfum Mist Rambut (perfumed hair mist), showcasing hijab-wearing female gamers in a TV commercial, in-store promotional materials, and across social media platforms. However, the campaign was initiated outdoor, where the gamers were gathered at a place for them to compete virtually through a gaming platform known as ‘PUBG’.
The campaign goes beyond mere representation by actively promoting confidence and self-assurance among hijabi gamers. No room for fear of judgement or discrimination here!
Central to the campaign is the mantra “Play, Slay,” which encapsulates the essence of gaming with confidence and skill. It encourages hijabi gamers to embrace their abilities, while dominating the virtual battlefield. By reclaiming the narrative and celebrating their unique identity, these gamer girls are encouraged to excel in gaming and beyond.
As the gaming industry continues to evolve, initiatives like “Sembur, Play, Slay” champions diversity, empowerment, and inclusivity. By recognising and celebrating the contributions of hijabi gamers, initiatives to pave the way for a more inclusive and representative gaming landscape will be highly praised by these community.
In conclusion, this OOH campaign represents a significant step forward in empowering hijabi gamers to embrace their identity with confidence and skill. Through its inclusive approach and unwavering support, the campaign is challenging stereotypes and fostering a more inclusive gaming community where everyone can thrive. With “Sembur, Play, Slay,” hijabi gamers are not just playing games; they’re rewriting the rules and inspiring others to do the same.
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Image Credits: Marketing Interactive
