State Emergency Service of Ukraine shows mines are no game
In collaboration with Ukrainian agency Rockets. Growth R&D, the Ukrainian emergency service integrates an urgent awareness message into a popular video game world.
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In partnership with Ukrainian agency Rockets. Growth R&D and video game S.T.A.L.K.E.R. 2, the State Emergency Service of Ukraine has unveiled this clever campaign tackling one of the country’s most urgent humanitarian issues: mine danger.
Today, 23% of Ukraine’s territory remains potentially contaminated with undetonated explosives, with teenagers among the most at-risk groups.
Rather than launching a traditional PSA, the agency made greater impact with its target audience by integrating this safety message within directly into the S.T.A.L.K.E.R. 2 universe – a game already deeply associated with post-apocalyptic Ukrainian landscapes.
