The depletion of the earth's natural resources is a major problem which humanity must fight against. Today some active young citizens who will inherit the planet are determined to make their voices heard, but not all young people have the same awareness about the environment. WWF France decided to help them take action and to carry this message loud and clear among them, but how to engage a young audience, notoriously difficult to reach with traditional advertising?
Video games are one of the main media of conversation and creativity for young audiences today. And there is one game in particular, Fortnite, on which young people spend an average of 6 to 10 hours on each week and that best reflects the ecological issues of tomorrow: In-game, natural resources help players build and protect themselves from enemy fire, find shelter, move around the map.