Mass Effect fans are continuing the #SaveMassEffect campaign, aimed at convincing Electronic Arts to revive the franchise following the closure of BioWare and the cancellation of the series' next game. One of the community's initiatives was an advertising billboard in Times Square in New York. The fans plan to launch other promotions before the end of the year.
The campaign is organized by the We Are Mass Effect community and blogger Kala Elizabeth. The advertising screen in downtown New York displayed a message featuring the #SaveMassEffect hashtag, under which fans are uniting in an effort to influence the publisher's decision.
The billboard also featured the inscription “Keelah Si'yah”—a reference to the in-game ship that transported representatives of various species to explore the Andromeda system.
The organizers do not plan to stop at a single advertising campaign. According to community representative Mer Mora, the fans are preparing several initiatives at once:
- an ad truck near EA headquarters in Redwood City and in Edmonton
- a mobile billboard for the annual N7 Day dedicated to Mass Effect
- another billboard in Los Angeles during The Game Awards