SOS Amazônia: The Originary Map

Translating the social and environmental conflicts faced by indigenous peoples to into Fortnite’s virtual world presents a new challenge for its millions of global players. That is the motivation behind The Originary Map, the first map to include indigenous lands in Fortnite and require that players spring into action to protect the forest and defend the indigenous peoples. The platform combines entertainment with social activism to spark in young players the desire to participate in relevant causes with international impact. The world may be virtual, but these youth’s expression, engagement, and struggle are real. Real-world challenges adapted to the in-game context include putting out forest fires, dismantling the machinery used by illegal loggers, replanting native trees, and cleaning rivers, in addition to the Death Run challenge, which introduces obstacles built in the forest. The map, created by advertising agency Leo Burnett Tailor Made and developed by HeroBase. Anyone in the world will be able to play the map using map code 6145-4566-3744, which is available only via the www.sosamazonia.org.br website. On the special landing page, the NGO showcases their project, aiming to rally the next generation in the fight to conserve forests and protect indigenous territories. Alongside this, they request support and donations for the “Young Communicators” initiative, which is active on indigenous lands and focuses on equipping the youth with tools to effectively communicate and raise awareness on issues like climate justice, environmental racism, territories, and the Amazon. By doing so, they amplify the reach and impact of their advocacy messages. While developed in collaboration with the Federation of the Huni Kuĩ People of Acre, the project does not represent one specific tribe. Instead, it portrays the shared struggles faced by many indigenous groups in the Amazon. The game also provides information on the forest, sustainability, recognition of native fauna and flora, and the work developed by the SOS Amazônia NGO, one of the partners in communicating the game. The link to the game is also available on the sosamazonia.org.br website.