WWF is taking advantage of the craze for "Fortnite" to highlight the environmental plight of our planet in a new campaign targeting French gamers. 

Devised by We Are Social, the No Build Challenge campaign invites players to proceed through the game without exploiting any of the usual natural resources like wood, stone or metal, which allow them to survive and increase their skills. They are then encouraged to share their efforts with other "Fortnite" players using the #NoBuildChallenge hashtag and logo. 

It was officially launched last Friday, April 5, by Solary, the French pro-gamers team, with a live stream on their Twitch channel, and the first live session drew 7,000 gamers in two hours.  Live games and recorded content will be broadcast around the campaign, which runs until Earth Day on April 22.

“The gamer community is mostly young, and they are going to be the inheritors of our planet--a planet whose resources are running out faster every year," says Sandrine Plasseraud, president of We Are Social France. "Gamers are already using their networks to convey positive messages. The idea of ​​the #NoBuildChallenge is to capitalize on this community which is already very committed to meeting our new environmental challenges.”