UNITED24 created a map on the popular video game Fortnite to raise funds to rebuild a clinic in the city of Mykolaiv Oblast in war-ravaged Ukraine.
UNITED24's goal was to raise funds to rebuild the Prybuzka ambulatory clinic in Ukraine.
UNITED24 was launched by the President of Ukraine, Volodymyr Zelenskyy, as the main platform for collecting charitable donations in support of the country. After an extended period of war, UNITED24 is increasingly turning to creative ideas and unconventional communications to remind the world that Ukraine still needs support.
Since the war started, many hospitals in Ukraine have been damaged or destroyed. In 2024, UNITED24 was looking for funds to rebuild a medical ambulatory clinic in Mykolaiv Oblast — something that would give people a chance to return to the village, which would mean that life itself could return to it.
Understanding young people's commitment to meaningful causes, UNITED24 and its agency partner Havas Play France saw an opportunity in the often younger-skewing gaming community. With its passion and collective strength, this community is a force of positive change and can extend its impact beyond the virtual realm.
UNITED24's target audience included Fortnite enthusiasts, gamers, cause supporters, news followers, and enthusiasts of technological innovation.
The video game Fortnite pays the most popular virtual map creators based on metrics such as the number of new players on the map, time spent on the map, etc. — just like YouTube, for example, a platform that pays the content creators who get the most views and engagement on their videos most handsomely. The difference is that the content in Fortnite is not videos, but online maps.
By leveraging Fortnite's 247 million active accounts, UNITED24 created a movement in which virtual actions translated into tangible support. How? The organization created a specially designed Fortnite map, featuring a meticulous representation of Kyiv's famous Independence Square. All players had to do was connect to the map. In the game, the amount of funds generated depends on the map's popularity and how long players stay on it, so UNITED24 hoped, for instance, to motivate players to leave their avatars on the map overnight.
First, UNITED24 had to design and create the map on Fortnite. The map was made by Ukrainian developers to ensure an accurate representation of Independence Square, but also to make sure that native emotions and memories were put into it. For Ukrainians, the map was more than a game; it was a way back home and a message of hope.
On UNITED24's map, players were free to explore and learn more about the landmark's history. The developers removed all weapons on the map, so it was not possible to build or destroy a structure. Nor was it possible to visit it in multiplayer mode.
The money generated on the map was collected directly on UNITED24's account.
In just one month, "The Donation Map" captivated over 100,000 players from 51 countries, hitting Fortnite's "hidden gems" No. 1 spot for a day and staying in the top 10 for two days post-launch.
The effort led to significant OOH global exposure, was featured on TV and radio, and created a buzz across platforms.
Continuing to support the reconstruction of Mikolaiv's outpatient clinic, "TheDonationMap" promises ongoing engagement. With a reach of 1.3 billion in a month, UNITED24 has already raised €25,000.
Ultimately, the campaign brought Fortnite gamers from around the world together to finance the reconstruction of a Ukrainian hospital and heal thousands of victims.
