Square Enix has partnered with The Ad Council to include Kingdom Hearts III characters into the anti-bullying campaign Because of You. The hope is that SE’s hit game will inspire teens to build a more inclusive and welcoming community. Since the overall plot of Kingdom Hearts can be summarized with “the power of friendship can save the world(s),” the combination of KH3 and anti-bullying makes a lot of sense.
The partnership also marks the first time The Ad Council has created a PSA with a video game publisher.
The Kingdom Hearts III PSA still focuses on the main campaign’s message that “because of you, someone’s day, year, or life can change forever.” It features the heroes and villains of the various Disney franchises included in KH3 as well as the game’s original cast of characters.
“At its core, the Kingdom Hearts series is about the power of friendship and helping those in need in order to overcome darkness,” said Brendan Docherty, Sr. Manager, Product Marketing at Square Enix. “The KINGDOM HEARTS story is filled with characters overcoming trials and tribulations through friends helping and supporting each other in tough times. We thought these themes matched very well with the valuable life lesson of the Because of You campaign.”
“Because of You is all about how your actions, for better or for worse, can have a big impact on those around you, and helping teens think about how those decisions could affect others,” said Anastasia Goodstein, SVP of Digital Product Management at the Ad Council. “Kingdom Hearts III is one of the year’s biggest game releases, and we’re excited to see the game’s message of support and friendship reach millions of teens. It’s a great fit with our campaign’s idea that everyone should reflect on the power of their actions.”
You can check out the anti-bullying spot with Sora and pals below.