The game operates within the #WithHer advocacy campaign, aiming to influence the estimated 43 million daily Roblox users under the age of 13. By placing players in scenarios that require active listening and collaborative decision-making, the project seeks to replace rigid perceptions of masculinity with models of respect and mutual strength. Koye Adeboye, Head of Communications for the Initiative, noted that reaching young people in their existing digital environments is a strategic necessity for effective prevention.

Development of the platform was led by Bad Ape in partnership with Equimundo, utilizing research from the Man Box study. Findings from the US, UK, and Mexico revealed that individuals adhering to the most restrictive views of manhood are up to five times more likely to engage in bullying or sexual harassment. Caroline Hayes, a senior specialist at Equimundo, emphasized that because harmful ideas about gender are absorbed from surrounding culture, the game serves as a critical intervention tool to demonstrate that cooperation is a legitimate expression of strength rather than a weakness.