Collaboration Ukrainian Emergency Service and S.T.A.L.K.E.R. 2 after mine safety video goes viral

Ukraine is the most mined country in the world — 139,000 square kilometers are potentially dangerous. This is 23% of the country’s territory. The State Emergency Service of Ukraine (SES) worked in partnership with creative marketing agency Rockets. Growth R&D and GSC Game World to create the project, titled S.T.A.L.K.E.R. 2: The Hidden Threat. The short video is styled exactly like an in-game PDA message familiar to players of the S.T.A.L.K.E.R. universe and features Skif (the main character of the game) addressing viewers directly.

This initiative is considered one of the first of its kind in Ukraine, marking a collaboration between a local government institution and a domestic game development studio.

Since its release, the video has spread organically across social media and gaming communities, without any official advertising campaign.

The story unfolded naturally and was amplified by the audience itself. Across two organic waves, the campaign generated 909 mentions across online media and social platforms, with 38 percent coming from media and 62 percent from social. The campaign reached 5,418,962 organic impressions, including 22 percent from online publications and 78 percent from social media. Engagement reached 137,462 interactions in social media across likes, shares, and comments. The story extended beyond digital-first channels with a rare mention on national radio, highlighting its relevance outside purely online ecosystems.

In parallel, a paid campaign was launched to ensure more controlled reach among teenagers. Across two paid flights, the campaign delivered 13.7 million impressions in total, reaching 1.3 million people during the first flight and 2 million during the second. Video content generated 190,000 views on YouTube, while audio formats drove 1.2 million completed listens, reinforcing message recall and awareness across both visual and audio channels

Gamers themselves began creating in-game content — from custom visuals featuring Shahed drones to Twitch streams and discussions comparing in-game threats with real-world dangers. Internal analytics showed that around 60% of viewers were aged 14–19.

“The massive popularity of S.T.A.L.K.E.R. 2 gave us an opportunity to embed an important safety message directly into a cultural context relevant for young people. The experience is safe and interactive inside the game, but in the real world these objects should never be approached — only reported to the appropriate services. This project clearly demonstrates that strong creative ideas lead to real efficiency, as organic reach helped scale the campaign and significantly reduce media costs.” said Taras Mokhonko, Strategy Lead at Rockets. Growth R&D, a creative marketing agency.

As a result, Skif became the project’s safety “ambassador”, voiced by actor Dima Havrylov. The character lives in the Exclusion Zone – an area that in real life was temporarily occupied and heavily mined, making it a relevant and powerful setting for demonstrating safe behaviour. Through this approach, the message is naturally embedded: mine danger is everywhere, and the Chornobyl area itself was evacuated for a reason.

“The issue of mine safety goes far beyond video games and affects the daily lives of millions of Ukrainians,” the S.T.A.L.K.E.R. 2 development team said. “We joined this initiative because mine danger is a challenge faced by our families, friends and children. This is not something abstract, it is the reality we live in. We believe that together we can help protect what matters most: human life and safety.”

Rather than presenting a traditional public service announcement, the video places viewers inside a familiar fictional world where attentiveness and caution determine survival. Developers say this approach allows teenagers to absorb safety rules without moralising, fear-based messaging or official rhetoric.

The video explains what to do when encountering suspicious objects, a clear call to action: do not approach them, do not touch them, return the same way you came, and call the emergency number 101. The campaign is built around a simple message: “The Zone, like real life, does not forgive mistakes.”

The creative team reconstructed the story inside the game, producing a screen-cast that uses clear, inclusive language to ensure accessibility for young viewers.

SES of Ukraine also required the video to show a fragmentation grenade (F-1), which was not originally present in S.T.A.L.K.E.R. 2. For this social project, developers added the asset specifically for S.T.A.L.K.E.R. 2: The Hidden Threat and created a tripwire scene placed on football goalposts. In addition, they added a phrase written as if in chalk on asphalt: “Listen closely and you will hear” – an element that does not exist in the original game.

“Instead of lectures or leaflets, we immerse young people in a familiar and engaging virtual world where themes of survival and danger already exist. This helps them not just hear the rules, but feel their importance in a meaningful context,” the creatives said.

According to SES, approximately 23% of Ukraine’s territory remains potentially dangerous due to landmines and unexploded ordnance, and full clearance is expected to take decades. Research conducted by UNICEF and the Rating Group shows that 53% of Ukrainian teenagers demonstrate risky behaviour despite being aware of mine safety rules. The most vulnerable group is boys aged 14–17, who spend more time outdoors exploring new and potentially hazardous areas.

The State Emergency Service of Ukraine is calling on parents, teachers and community leaders to share information about safe behaviour around explosive devices and to support initiatives aimed at saving lives.

S.T.A.L.K.E.R. 2: Heart of Chornobyl is a next-gen sequel to the award-winning PC game franchise developed by GSC Game World, set to deliver a unique action experience of survival in the post-apocalyptic Chornobyl Exclusion Zone. The game has claimed the top spot among paid games on Steam ahead of its release, a strong reception from the global gaming community.

On Metacritic, S.T.A.L.K.E.R. 2 holds a mid-70s score on PC and a low-80s score on Xbox Series X|S, reflecting praise for its atmosphere, world design, and faithfulness to the original trilogy.

According to OpenCritic, the average score is around 75–77, with roughly 60% of critics recommending the game, placing it in the upper-middle tier of modern AAA releases.

ROCKETS Growth Research & Development is a leading Ukrainian communications agency, the country’s first-ever Effie Europe Gold winner. In 2025, the agency was ranked #2 Communication Agency of the Year, #3 in the national creativity ranking, and #5 in the national effectiveness ranking, delivering strategically driven, results-focused communication campaigns.