Case Study Summary:
United24’s “The Donation Map” transformed Fortnite into a philanthropic tool to raise funds for rebuilding a war-damaged Ukrainian clinic. By creating a custom map based on Kyiv’s Independence Square, players could explore and learn rather than fight—while time spent on the map triggered real-world donations through Fortnite’s monetization model. This allowed players from 51 countries to support Ukraine passively through gameplay. The campaign raised over €100,000 in one month and received global visibility across social media, PR, DOOH, and broadcast media.
Key Insights
- Gaming, especially Fortnite, offers a built-in monetization system tied to user engagement—this was creatively repurposed for fundraising.
- Younger audiences are both passionate about social causes and highly active in gaming communities, making them ideal participants in this model.
- Non-transactional engagement (players didn’t need to donate money) removed barriers and scaled impact through time spent in-game.
What the Awards Jury Says
This initiative exemplifies purposeful gaming by merging play with direct, measurable real-world impact. It didn’t just raise awareness—it generated donations through gameplay itself. It also educated players about Ukrainian culture and history while supporting humanitarian reconstruction efforts, demonstrating gaming’s capacity for global activism and empathy.
Winning Details
United24 – The Donation Map, submitted by Havas Play France
GOLD in the 16th Annual Awards for Innovative Digital Marketing Solutions, announced November 2024.
