The world’s leading independent conservation organization wanted to show how important the natural world is for survival, thus encouraging its preservation. By launching the #NoBuildChallenge on Fortnite, WWF asked game players to proceed through the game without exploiting any of the usual natural resources—wood, stones, and metal—players use to survive and increase their skills.

Seven thousand Fortnite gamers accepted the challenge in the first two hours and the #NoBuildChallenge became the number one trending Gaming topic on YouTube during its first weekend.