Fortnite’s “The Originary Map” is an initiative designed to educate players about the critical issues indigenous communities in the Amazon face. 

Fortnite’s “The Originary Map” is an initiative designed to educate players about the critical issues indigenous communities in the Amazon face. Created in collaboration with Brazilian NGO SOS Amazônia and Leo Burnett Tailor Made, the map allows players to engage in virtual activism by simulating real-world challenges, such as combating deforestation, illegal mining, and violence against indigenous communities. While the project is not specific to one tribe, it highlights the shared struggles of various indigenous groups. It also provides information on forest conservation, sustainability, and native plants and animals. Players can access the map using a unique code via the SOS Amazônia website, where they can learn about the initiative’s goals and support the Young Communicators program, aimed at empowering indigenous youth to advocate for climate justice and environmental protection. This initiative offers a meaningful way for brands to engage with young audiences on crucial environmental and social issues, which YPulse data shows is super important to Gen Z and Millennials. (The Drum)