RosaLilaLand

Creative idea

As Austrian right-wing forces rise, psychological stress for queer teens has surged. 89% are bullied; their suicide risk is four times that of heterosexual and cis peers. Fearing rejection, many hide their LGBTQIA+ identity, while access to counseling remains scarce. To escape, they turn to online games—especially Roblox. There, Austria’s largest life insurer, Wiener Städtische, partnered with LGBTQIA+ group RosaLila Panther:innen to launch the world’s first in-game counseling for queer youth. “RosaLilaLand” provided free, anonymous professional support. Tens of thousands finally found a safe space to discuss problems, connect with others, and be themselves when the offline world refused them.

Brand name: Wiener Städtische Versicherung
Advertiser / client: Wiener Städtische Versicherung
Product / service: Counseling
Campaign name: RosaLilaLand
Agency network: INDEPENDENT AGENCY
Agency: Demner, Merlicek & Bergmann / DMB., Vienna
Media agency: Wavemaker Austria
Additional company: RosaLila PantherInnen, Pearl Lemon Games, Supreme Music, MG-SOUND STUDIOS
Web address: https://www.roblox.com/games/134659119473557/RosaLilaLand
Agency chief executive officer: Jürgen Vanicek 
Executive creative director: Alistair Thompson, Sebastian Kaufmann
Creative director: Lukas Hueter, Anna Repitsch
Art director: Patrick Bohacek, Sarah Jakob, Kamie Beutl
Copywriter: Malik Lebbihiat, Marco Rovny, Luca Werner-Tutschku
Designer: Manon Nitsche, Anna-Lena Misun
Account director (agency): Daniela Berlini
Strategic planner / strategist: Katharina Schmid, Marc Lüdemann
Pr director: Janina Schwarz 
Illustrator: Patrick Bohacek, Patrick Sonnweber
Agency producer: Evelyn Kaufmann
Post production: Kilian Nagy, Pia Suchan
Additional company: Head of Digital: Christoph Hofbauer Account Manager: Johannes Maurer-Stroh, Julia Podeu, Denise Dorner Social Media: Stefanie Hübel Motion Designer: Lukas Rossmanith, Patrick Sonnweber, Franz Engert