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Section 1: Social Issue Overview

The gaming industry has revolutionized leading to more addictive forms of gaming such as the digital gaming. As a result, it has created the social challenge where teens remain addicted to gaming to the extents that it affects their studies and overall development. The paper looks into the social problem giving an overview of the objectives to be met and the dimensions to be used. Further, it proposes the strategies for achieving the expected campaign on social change and provides monitoring and evaluation plan for the change. Despite the existence of the latest technology in gaming, developing control measures remains key to averting the harmful issues concerned with the social challenge.

The social problem at hand involves playing digital games and its addiction among teenagers of 12-19 years. The effects of addiction and their consequences on the education and concentration status lead to a social issue in the society. The purpose of the social campaign is to reduce the rate of addiction on digital games among the target population. The primary objective of the social campaign is teenagers between the ages of 12-19 who remain at risk of addiction, which influences adverse effects to their lives. The audience targeted include children within the age bracket and the parents who can act positively towards reducing the negative effects of video gaming to their children.

The social change campaign shall focus on the affected individuals where the information shall be used to change perception and addiction rates by encouraging responsible gaming and other forms of activities that occupy the mind of people (Corrigan, 2005). Social change is essential towards the creation of a positive culture to the present and future generation. Video games take away the minds of children where it jeopardizes individuals thus leading to adverse effects.  

Moreover, children, educators, and parents remain the core target to the information where the efforts embraced by each of the team would lead to responsible gaming. For children, the message is supposed to support them towards creating a responsible planning where the time allocated in gaming does not interfere that of participating in other activities such as outdoor gaming, learning activities, and social interaction for overall growth (Lefebvre, 2013). The more children become detached from the game, the higher the chance of limiting addiction case. Therefore, making the message clear to them assists in providing a shift in the right direction.     

On the other hand, educators remain a key target to the information where their efforts in expressing the need for a reduction in gaming activities would lead to lesser impacts during their engagement with children. By in-cooperating the lessons and advice from the educators who spend a considerable time with the individuals, it becomes easy for the children to be convinced and limit their engagement to avert the looming crisis from occurring (Lefebvre, 2013). Educators can outline the challenges of the video gaming activities and how it impedes normal growth activities as well as the performance in school. As a result, children in the age bracket recommended benefit from the information and develop a high likelihood of relenting from the practice thus benefitting from the special balance between gaming and wholesome development activities.

Section 2: The Exchange Proposition and Positioning Statement

Lastly, the special segments of parents, who act as the custodian of the children benefit in the social campaign through improved child performance as well as assist in controlling the practice. Parents are directly responsible for shaping cultures as they are the providers of the video gaming and thus can monitor their purchase and access in case children fail to adhere to the demands of an appropriate balance. Parents can deny children the gaming tools if they fail to abide by the balance proposed by the social strategy thus leading to the success of the social campaign and marketing efforts.   

The act of playing digital games, while leveraging, remains essential towards curbing the addiction menace and concentrating in other activities leads to a happy and healthy life. Playing games responsibly, demonstrating maturity, while experiencing pleasure, reduces the burden, making things easy and worth sacrificing. The value emanating from the strategy makes the game worth playing while minimizing the possible adverse effects of the digital gaming.

Understanding and accepting the dangers of the game assist in responsible gaming with limits that initiate a special attachment to gaming while giving individuals time for other events (Ghimire & Pimbert, 2013). Parents get to understand their children and guide towards creating a sustainable balance between gaming and carrying other societal issues. The positioning statement shall be loud enough to highlight the underlying issues, propose the best practices towards correcting the social issue and the benefits derived after that leading to the success of a project.       

The partnership strategy is essential towards achieving the end goals of the team. According to (Ho, Clarke & Dougherty (2015), partnership with the next people concerned with children is a sure deal towards reducing the effects of the gaming. In this case, partnering with the parents and guardians is essential towards controlling the adverse effects by encouraging them to talk to their children and being part of the branding strategy. The messages shall target areas where the parents are present such as schools and parents meeting to instil the sense of responsibility. Besides, the strategy of co-branding with the partners in the children’s department which fight for the wellbeing of children is effective towards reaching a variety of people and having the consideration pushed in their child abuse campaigns. Besides, the strategy shall utilize a child ambassador who attracts more children towards driving the message home and expecting a positive return on the aspect.     

The social change is a shift to the limited use of games which leads to responsible gaming which limits the possibility of addiction which is dangerous to several developmental stages among children. Addiction to digital gaming results in adverse effects as the children tend to rely on the game for happiness leaving no time for other important issues such as learning and interacting with other individuals physically. The logo against the practice shall focus on demonstrating a child burdened with addiction which indicates neglect to several issues in life thus enhancing the understanding of the dire effects of the social practice (Guo & Saxton, 2014).  

Section 3: Partnerships Strategy

Besides, the product shall represent a comparison between a child burdened with addiction with another indicating a child with a less weight living happily and participating freely in other activities in the life of a child. The product structuring in both photos and videos shall provide a comparative study that shall be used to teach the importance of a controlled gaming as opposed to freedom that leads to the rise of addiction which affects the education and actual social life of children between the respective age used for the question (Kubacki, Rundle-Thiele, Pang & Buyucek, 2015).

Therefore the strategy shall both apply to the partners championing against child abuse where the addiction leads to overburdening of children who cannot free themselves from similar issues (Dibb & Carrigan, 2013). The product shall sell to a significant population which translates into benefits for the partners in their respective fields as well as children who are freed from the burden of addiction.  

The strategies used in this respect tend to reduce the costs incurred in stopping or reducing the effects of a social issue at hand. In this case, the efforts point to the facts used towards reducing the effects of addiction to digital video games on children and attaining a total halt to the practice. The strategy in use targets at using the direct people in charge of children welfare at both the institutions and the society in handling the core issues in the social challenge.

 First, the firm uses the organizations fighting against child abuse as a partner with the ability to activate a change in policy on gaming items which are mandated to provide guidance and a disclaimer on the effects of long-term use to teenagers within the age (Lin & Atkin, 2014). Providing the nature of information assists in educating the public and changing the perception in real time towards responsible gaming. The same information can be used by parents against over indulgence thus leading to positive results.

Besides, children addicted to the menace shall be used to appeal to fellow teenagers on the need to reform for the better to avert the dangers related to addiction. Using the real victims to appeal is a superior strategy towards convincing the teenagers on the risks of long-term engagement in digital gaming activities (McKenzie-Mohr, 2013). Lastly, the use of parents who are directly responsible for funding the gaming instruments is valid towards controlling the spread of the vice. In this case, parent’s involvement would lead to a strict control where non-cooperative children could have their gaming equipment confiscated until compliance is guaranteed. The three methods shall provide a comprehensive and cost-effective plan towards achieving the benefits of controlled gaming thus reap the benefits of less addiction.

Place refers to the accessibility of information towards the creation of a perceived change in a social challenge. In solving the teenage addiction problem, the strategies used shall ensure the information remains widespread to affect a considerable amount of individuals in the long-run (Kubacki, Rundle-Thiele, Pang & Buyucek, 2015). The strategy shall provide the information spread to schools nearby the affected areas which shall be distributed and hanged on schools boards that are easily accessed by students. Besides, activation exercises shall occur in schools to sensitize teachers on the dangers ahead thus promoting the earliest action towards taming the looming crisis.

Section 4: Product Strategy

On the other hand, the information shall be supported by the children’s department who shall act as one of the partners using their widespread influence to discourage on the addiction by highlighting the dangers on the same. As a result, the information shall remain accessible to both the leaders and the society thus leading to a formulation of policies to guide on their use. Lastly, the information shall be spread on the social media where a majority of individuals and teenagers specifically exist (Kubacki, Rundle-Thiele, Pang & Buyucek, 2015). The diverse strategies shall create a significant change in behaviour and perception leading to the attainment of the social change in a timely and efficient manner due to the awareness created.     

Promotion refers to the activities involved in spreading the news on the need for social change which creates a persuasion to the rest of individuals leading to change. A distinct brand shall be created for easy recognition to promote a uniform spread of information. Social change campaign targets to use the traditional media through television commercials to convince a multitude of people towards embracing the change (Van Noort, Antheunis & Verlegh, 2014). The strategy is efficient towards reaching several teenagers, parents, and other partners to the social change target audience. Besides, the strategy target to send letters to editors to have special segments set aside for the social change campaign to inform the public on the issues affecting the situation and champion for change (Van Noort, Antheunis & Verlegh, 2014).

 Moreover, the firm targets to use the event sponsoring where lots of banners and videos on the effects of gaming shall be used to convince teens towards responsible gaming.

Individuals buying the idea shall have fliers and ribbons attached to their cars as a way of spreading messages on the need to create change thus affecting a wide population. School campaigns shall be conducted by volunteers in the society where relevant activities shall be done towards spreading the proper culture among the dwellers. In the long-run, a significant percentage of teens shall reform given the ability to information reaching several individuals.

Notably, the social media shall be used to pass the information through a social page created for the campaign. The social page shall target a wide social circle more so those with an extensive collection of youths to pass the information and initiate change through videos, images, and confessions by affected individuals. Besides, the proposed changes towards responsible gaming shall be given with a 24-hour support to people in need of information on the several issues surrounding the social challenge.  

Right from the inception, the social change leaders shall carry out monitoring and evaluation strategy focusing on achieving the right message and goals aimed at creating the social change. The social change group shall institute several key performance indicators to check on the level of success of the team. First, it shall seek to conduct a study after a six month period to ascertain the level of control at homes and the rate at which teens respond to the messages by exercising responsibility during gaming (Evans-Lacko, Henderson, Thornicroft & McCrone, 2013). The evaluation shall display the level of loyalty to the group based on the level at which individuals are willing to sacrifice for the social change. Besides, the organization shall review the support base on the social media as well as volunteers accompanying the team in the school campaigns to measure its influence in the society.

Section 5: Pricing Strategy

According to Burchell, Rettie, & Patel, (2013), monitoring is a critical aspect of a project that checks on the implementation plan alongside the actual plan to ensure things work out smoothly. In this case, control would assist the campaign to go according to plan and achieve the best success rate in initiating change in the society. Monitoring of the project shall be done with a two-week report being delivered to the steering team of the group. Every activity shall be done according to the recommended standards and plans to ensure the effectiveness of the change. Besides, the less efficient measures shall be observed based on their performance and a re-evaluation made in the long run to allow for changes to accommodate changes. The non-performing strategies shall be retrieved and replaced with the performing ones towards sustainability. The key indicators in the society based on the response shall be monitored to ensure the strategies remain fruitful towards assisting the entire community to embrace the change.




Achieve a high volunteer number

Increase in number of volunteers

Several volunteers

Save lives from addiction

Less addiction cases

Reformed individuals

Reduction in addiction cases

Reduced hospitalization

Change perceptions

Encourage responsible living

Good practices and balanced gaming activities

Encourage responsible gaming

-Restrictions and policies in  gaming and parental advice

-number of phone calls

Existing policies

Controlled gaming by parents

Personal plan by teens

Positive response in school performance

More calls for counselling sessions

Summary Conclusion

Video games are essential contribution to the gaming industry which revolutionized the manner in which users experience the thrill involved in a play. However, the innovation has brought a significant social challenge of addiction among the teens spending their time gaming at the expense of other activities. Eventually, the need to save teens from the menace becomes inevitable thus giving rise to the social change campaign. The several strategies exposed assist in delivering success to the campaign where all the objectives have been explained thereby indicating the need for change. The several steps explored justify the need and the viability of the campaign to succeed in the society and create a considerable shift in the manner in which things are done. Therefore, the strategy is efficient towards achieving the targets of a better society where gaming can be done in a mature fashion that does not jeopardise other life activities. Responsible living is critical towards personal and societal success.    


Burchell, K., Rettie, R., & Patel, K. (2013). Marketing social norms: social marketing and the ‘social norm approach’. Journal of Consumer Behaviour, 12(1), 1-9.

Corrigan, P. W. (2005). On the stigma of mental illness: Practical strategies for research and social change. American Psychological Association.

Dibb, S., & Carrigan, M. (2013). Social marketing transformed: Kotler, Polonsky and Hastings reflect on social marketing in a period of social change. European Journal of Marketing, 47(9), 1376-1398.

Evans-Lacko, S., Henderson, C., Thornicroft, G., & McCrone, P. (2013). Economic evaluation of the anti-stigma social marketing campaign in England 2009-2011. The British Journal of Psychiatry, 202(s55), s95-s101.

Ghimire, K. B., & Pimbert, M. P. (2013). Social change and conservation (Vol. 16). Routledge.

Guo, C., & Saxton, G. D. (2014). Tweeting social change: How social media are changing nonprofit advocacy. Nonprofit and Voluntary Sector Quarterly, 43(1), 57-79.

Ho, E., Clarke, A., & Dougherty, I. (2015). Youth-led social change: Topics, engagement types, organizational types, strategies, and impacts. Futures, 67, 52-62.

Kubacki, K., Rundle-Thiele, S., Pang, B., & Buyucek, N. (2015). Minimizing alcohol harm: A systematic social marketing review (2000–2014). Journal of Business Research, 68(10), 2214-2222.

Lefebvre, R. C. (2013). Social marketing and social change: Strategies and tools for improving health, well-being, and the environment. John Wiley & Sons.

Lin, C. A., & Atkin, D. J. (Eds.). (2014). Communication technology and social change: Theory and implications. Routledge.

McKenzie-Mohr, D. (2013). Fostering sustainable behavior: An introduction to community-based social marketing. New society publishers.

Van Noort, G., Antheunis, M. L., & Verlegh, P. W. (2014). Enhancing the effects of social network site marketing campaigns: If you want consumers to like you, ask them about themselves. International journal of advertising, 33(2), 235-252.

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