ENGAGING 6-12 YEAR OLDS IN CIVIC RESPONSIBILITY
Level-UP! was commissioned as both a television programme and a website for children between the ages of 6 and 12. As a 360-degree broadcast/web experience, the website needed to drive visitors to the show and vice versa – the objective being for the site to encourage these interactions through features such as games, community interaction and user-generated content. These were all aimed at an audience for whom online privacy and safety are paramount.
To ensure that the site delivered on its remit of encouraging good citizenship, all games were built around civic responsibility. Players were rewarded for being community-minded and helping others, unlike the more traditional destructive approach of many games aimed at younger audiences.