• by Aaron Baar , October 7, 2014

Ubisoft, makers of the Just Dance game franchise, is encouraging people to “dance to their own beat” with its latest release, incorporating an anti-bullying message in its Just Dance 2015 game. 

The game, which launches on October 21 (October is National Bullying Prevention Month), will include a special video in its Dance VIP feature, showing the game’s development team dancing while wearing the iconic blue shirt of the organization STOMP Out Bullying, with whom Ubisoft has partnered for the campaign. 

The effort was born out of research showing one-third of teens is bullied at school, says Shannon Falker, public relations manager for Just Dance. With an active social media community and through the game itself, Ubisoft felt it could use its platforms to reach many teens, she says. 

“While Just Dance reaches audiences of all ages, our core demographic is teens. We think it’s important to interact with our fans, listen to what they’re saying, and give back to the community in creative ways,” Falker, tells Marketing Daily. “We’re using those platforms to show people everywhere that it’s okay to be themselves and dance to their own beat.”

In addition to the video of the development team dancing, Ubsisoft is working with Stomp Out Bullying to identify and promote stories (through the Just Dance social media channels) of teens who have overcome bullying or contributed to bullying prevention in unique ways, Falker says.

“Interacting with our community in an authentic way is important to both organizations, so we’re diving deep into our resources and these stories will be coming directly from our fans and supporters of the bullying prevention cause,” Falker says.