RosaLila PantherInnen • Wiener Städtische
RosaLilaLand - The first in-game LGBTQIA+ support center
Description
As right-wing rhetoric and conservative views rise in Austria, queer teens face growing psychological pressure: 89% are bullied, and their risk of suicide is four times higher than that of their cis-hetero peers. Out of fear of rejection, many hide their identity—too afraid to seek help, with little access to counseling.
But there’s one place they feel safe: Roblox, one of the world’s most popular online platforms among teens.
That’s where Wiener Städtische, Austria’s largest life insurer, stepped in. In collaboration with LGBTQIA+ advocacy group RosaLila Panther:innen, they created RosaLilaLand (transl. PinkPurpleLand)—the world’s first in-game counseling service for queer teens.
Free, anonymous, professional support—right where it’s needed most. Thousands finally found a safe space to talk, connect, and be themselves.
This professional campaign titled 'RosaLilaLand - The first in-game LGBTQIA+ support center' was published in Austria in January, 2025. It was created for the brands: RosaLila PantherInnen and Wiener Städtische, by ad agency: Demner Merlicek & Bergmann / DMB.. This Digital, Direct, and Integrated media campaign is related to the Gaming and Insurance industries and contains 1 media asset. It was submitted 2 months ago by PR Manager: Janina Schwarz of Demner, Merlicek & Bergmann / DMB..
Credits
Advertising Agency: Demner, Merlicek & Bergmann / DMB., Vienna, Austria
Executive Creative Directors: Alistair Thompson, Sebastian Kaufmann
Creative Directors: Lukas Hueter, Anna Repitsch
Head of Digital: Christoph Hofbauer
Copywriters: Malik Lebbihiat, Marco Rovny, Luca Werner-Tutschku
Art Direction: Patrick Bohacek, Sarah Jakob, Kamie Beutl
Graphic Designer: Manon Nitsche, Anna-Lena Misun
3D-Illustrator: Patrick Bohacek, Patrick Sonnweber
Motion Designer: Lukas Rossmanith, Patrick Sonnweber, Franz Engert
Social Media: Stefanie Hübel
Head of Media Production: Evelyn Kaufmann
DTP: Kilian Nagy, Pia Suchan
Managing Director: Jürgen Vanicek
Etat Director: Daniela Berlini
Account Manager: Johannes Maurer-Stroh, Julia Podeu, Denise Dorner
Digital Project Management: Patrick Pölt
PR: Janina Schwarz
Strategy: Katharina Schmid, Marc Lüdemann
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