#TheDonationMap

Danylo BRAGA - Account Manager - Havas Digital Kyiv Alice SHEIN - Head of influence & PR - Havas Digital Kyiv Denys LOHVYNENKO - Managing Partner - Havas Digital Kyiv Oleksiy MOROZOV - Creative director - Havas Digital Kyiv Alyona GARASCHUK - Account Director - Havas Digital Kyiv Pierre ACUÑA - Head of gaming & esport - Havas Play France Thibaut ARTHAUD - Head of new business - Havas Play France Quentin CLAUSSE - Artistic director - Havas Play France Zoé DOMINGUEZ - Project manager - Havas Play France Raphaël DUPRAZ - Account Manager Data & Insight - Havas Play France Thibaud GOUNOD - Project manager gaming & esport - Havas Play France Stéphane GUERRY - President & CEO - Havas Play France Madani HAFDANE - Project manager - Havas Play France Léonie HUWETTE - Project manager - Havas Play France Nicolas LEBAS - Junior artistic director - Havas Play France Yéléna LEHMANN - Project leader - Havas Play France Audelia LELOUP - Head of influence & PR - Havas Play France Jeremy METAIS - Influence & PR officer - Havas Play France Nil NIVIERE SCHOUVALOFF - Copywriter - Havas Play France Adrien PEREIRA - Head of brand content strategies - Havas Play France Fabrice PLAZOLLES - Chief Creative Officer - Havas Play France Elise PRUVOST - Artistic director - Havas Play France Pierre RIBOULET - Copywriter - Havas Play France Celine TRAN - Influence & PR consultant - Havas Play France Théo TROMEUR - Artistic director - Havas Play France Coraline VACHER - Artistic director - Havas Play France Charlie FARRANT - Managing Director - Havas Play Global

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. 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 campaign that resonated with the global gaming community, specifically within Fortnite, to raise funds for the Prybuzka ambulatory clinic. This initiative aimed to transform gamers' virtual engagements into real-world impact, setting a new benchmark for creativity and direct response in non-profit marketing. The campaign'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. In less than a month, TheDonationMap attracted over 10k players, with 7k unique players. It secured the top #1 spot in Fortnite’s “hidden gems” for 24 hours and remained in the TOP #15 most searched maps for 5 consecutive hours, peaking in the TOP #10 for an hour. The map organically became a community hub for camaraderie, support, and expression, with players sharing moments of unity and dance. 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.