Jameel Motorsport, part of Abdul Latif Jameel, has partnered with Serviceplan Arabia to launch a bold new initiative merging gaming with environmental awareness: The Treeless Map*. … read moreThis custom-built Fortnite map removes one of the game’s core resources – trees – to highlight the devastating impact of deforestation and natural resource depletion. Deforestation is one of the Middle East’s most pressing ecological challenges, with long-term consequences that will be felt most acutely by the younger generation. And while today’s youth spend an average of 22 hours per week on gaming platforms like Fortnite, traditional awareness campaigns often struggle to reach them. In Fortnite, trees are more than just visual elements – they are a critical survival resource, providing players with wood to build and protect themselves. By removing this vital component, The Treeless Map forces players to adapt to a harsher landscape, reflecting the real-world consequences of environmental destruction. A simple change, with powerful impact. In just 24 hours, the campaign generated over 1 million impressions and added 24,000 new followers to Jameel Gaming’s Instagram account – demonstrating the potential of combining meaningful engagement with immersive entertainment.
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