Skin In The Game

Peru has the highest UV radiation in the world, leading to 800+ skin cancer deaths every year, but young people are unaware of this dire situation. We observed that gaming is quite important for them. Almost a third of Peru's population considers themselves gamers, and Peru is turning into an e-sports hub for LATAM. So, we created a custom island on Fortnite that simulates Peru’s extreme UV radiation levels. We found a way around Fortnite’s rules against manipulating skins (a major asset of the game, typically bought by big brands for advertising purposes) for free. The island distorted players’ precious skins, gradually damaging them until it killed their characters, so we could deliver this important message and require sunscreen use to complete the course. The map is now available for everyone to play.