TheDonationMap is relevant for gaming because we leveraged Fortnite and the gaming community to make a difference.

By using the Fortnite creator monetization system for a cause, we provided an in-game experience that made gamers engage to support the rebuild of an hospital in Ukraine.

The campaign reached a broad audience beyond gamers through effective multi-channel communication, making the map a focal point for solidarity.

TheDonationMap exemplifies the impact of gaming, both as a medium and as a community, in mobilizing and engaging a global audience around a cause.

Launched at a critical time, when Ukraine was in strong need for money and public opinion support, the campaign captured the spirit of solidarity with Ukraine, using cultural momentum to drive engagement and contributions. By “hacking” Fortnite, we made the message resonate beyond borders. Thanks to this activation, UNITED24 was at the center of conversations in a lot of countries and redefined direct engagement by blending entertainment with altruism.

We wanted to leverage the fact that Fortnite is one of the most popular games in the world, but also to make the platform more than just a game. We aimed at creating a unique experience for the gaming community to make a difference. Actually, TheDonationMap reinvented Fortnite’s use, turning the game into an indirect fundraising platform.

At its heart was a meticulous replica of Kyiv’s Independence Square, becoming a virtual symbol of resilience and a channel for direct aid. Unlike traditional methods, donations were generated indirectly: players contributed simply by playing or staying on the map, without spending money.

Moreover, we knew the gaming community was still very active and commited in Ukraine and already mobilized itself for the freedom of Ukraine. By engaging them, we knew we would have a strong impact

TheDonationMap campaign emerged against the backdrop of a pressing need for humanitarian aid in Ukraine. The brief was clear: leverage the digital landscape to facilitate direct support for rebuilding efforts. The objective was to create an innovative experience for gamers that resonated with the global gaming community, specifically within Fortnite, to raise funds for the Prybuzka ambulatory clinic. This activation aimed to transform gamers' virtual engagements into real-world impact.

The activation’s success would be measured by the funds raised and the direct engagement metrics within the gaming platform, reflecting a new era of digital philanthropy.

We based the idea on a Fortnite feature : if you create a successful map on the game, it's like a Youtube Video, Fortnite pays you ! We decided to hack this feature

We used Fortnite’s analytics to understand gamer behavior and preferences. We also used our own studies around gamers and communities to develop the idea and imagine the map experience.

Our key strategic approach was to leverage on Fortnite’s XP enthusiasts, particularly those with a propensity for social involvement. The Donation Map allows gamers to earn XP: the longer they stay on the map, the longer they generate XP. In the meantime, the longer they stay on the map, the longer they generate donations for UNITED24 through Fortnite’s monetization feature, making it seamless for gamers to contribute.

This strategic alignment of gamers' goals with philanthropic outcomes fostered a symbiotic relationship, ensuring that time spent on the map was doubly beneficial. It was a win-win at the core of our strategy to turn virtual support into real-world aid.

We decided to use the Fortnite creator monetization system to raise fund for Ukraine. As Fortnite rewards the best maps creators, we decided to create our own map to take advantage of this program. For that, we recreated Kyiv's Independence Square within the game and we spread the word all over the world thanks to streamers, influencers, media and even politicians. We offered gamers a unique opportunity to contribute to the real-world cause of rebuilding the Prybuzka ambulatory clinic in Ukraine. It’s a win win activation. By spending time on the map, gamers earn XP to develop their avatar and Fortnite pays the map’s creator: UNITED24.

The map also became a place for all Ukrainians to gather and express their will of freedom.

It took months to develop the map and recreate exactly Maidan in Ukraine at a 1:1 scale. We worked with a Ukrainian team. Some of them were still in Ukraine, others were in exile.

When the map was ready, we launched the activation in a very precise timeline.

The timeline was carefully planned, with a PR burst at launch and sustained visibility thereafter. Placement was global, utilizing DOOH in strategic locations worldwide, media coverage across general, tech, gaming, and daily news, influencer partnerships, and In-Stream campaigns. We touched gamers everywhere they are to inform them

The goal was to reach a broad audience and directing them to the map to make money.

The international media plan, made possible by the generosity of industry actors, allowed for free global resonance. The aim is to make visiting the map a habitual, intergenerational activity, transforming virtual support into tangible aid.

In less than a month, TheDonationMap attracted over 100k players from 51 different countries. It secured the top #1 spot in Fortnite’s “hidden gems” for 24 hours and remained in the TOP #10 most searched maps two days after the launch.

The map organically became a community hub for friendship, support, and expression, with players sharing moments of unity.

This development confirms the map’s appeal and users’ motivation to visit and stay. The return rate was favorable, and through exploration mode, TheDonationMap educated players on the history of Independence Square, emphasizing the importance of prolonged engagement. Far from having an expiration date, TheDonationMap is set to remain active indefinitely, contributing month by month to the reconstruction of the outpatient clinic in Mikolaiv, making it a habitual destination for all generations and ensuring ongoing engagement and support.

In one month we reached 1.3 billion. Now we’re waiting the Fortnite’s check

One challenge was to set up the experience without spending any money. We actually didn’t spend 1 dollar to produce or promote the map. All the people who were involved offered their time and the production costs. We gathered a team of people from different countries, all commited to help civilians in Ukraine.

We obtained free media from different partners and we used our network to gather streamers and influencer

But of course, the key challenge was to develop such a project while the country is at war, with a Ukrainian team being either away from home, in exile, or facing the consequences of the war in their daily lives. Thankfully, the developing team made miracles to launch the project, and was able to replicate the Maidan Square in the best way.

We didn’t spend 1 dollar to produce or promote the map. All the people who were involved offered their time and the production costs. We gathered a team of people from different countries, all commited to help civilians in Ukraine.

We obtained free media from different partners and we used our network to gather streamers and influencers.