S.T.A.L.K.E.R. 2 Used in Mine Safety Campaign in Ukraine

Ukraine is currently the most heavily mined country in the world, with around 139,000 square kilometers of territory considered potentially dangerous — roughly 23% of the country’s total area. To raise awareness about the risks of unexploded ordnance, the State Emergency Service of Ukraine (SES) partnered with creative agency Rockets.Growth R&D and game developer GSC Game World to launch a social initiative titled S.T.A.L.K.E.R. 2: The Hidden Threat.

The project takes the form of a short video designed to resemble an in-game PDA message from the S.T.A.L.K.E.R. universe. In the video, Skif, the protagonist of S.T.A.L.K.E.R. 2, speaks directly to viewers, delivering important safety information in a format familiar to fans of the franchise.

This initiative is considered one of the first collaborations of its kind in Ukraine, bringing together a government institution and a local game development studio to address a real-world safety issue.

Campaign Spread Organically Through Gaming Communities

Following its release, the video quickly spread across social media and gaming communities without any official advertising push. The story gained traction organically as players shared and discussed the message.

The campaign generated 909 mentions across online media and social platforms, with 38% coming from media outlets and 62% from social networks. In total, it reached more than 5.4 million organic impressions, the majority coming from social media. Engagement also proved significant, with over 137,000 interactions, including likes, comments, and shares.

The project even received attention outside the digital space, with a rare mention on national radio, demonstrating its broader cultural impact.

Additional Outreach Through Paid Campaigns

Alongside organic promotion, organizers launched targeted paid campaigns aimed primarily at teenagers to ensure wider reach among younger audiences.

Across two advertising phases, the campaign generated 13.7 million impressions. The first phase reached 1.3 million people, while the second reached 2 million. Video content collected around 190,000 views on YouTube, while audio formats generated 1.2 million completed listens, helping reinforce the safety message across different platforms.

Gamers themselves contributed to the campaign by creating fan content, including in-game visuals referencing real threats such as Shahed drones, as well as Twitch streams and discussions comparing fictional dangers in the game with real-world risks.

Internal analytics showed that about 60% of viewers were aged between 14 and 19, the campaign’s primary target audience.

Skif Becomes the Face of the Campaign

Through the initiative, Skif effectively became the campaign’s mine safety “ambassador.” The character is voiced by actor Dima Havrylov and lives in the game’s Exclusion Zone, a setting that mirrors real-life areas affected by occupation and heavy mining.

By placing the message within this familiar environment, the campaign reinforces the idea that danger can exist anywhere, much like in the game’s hazardous Zone.

Taras Mokhonko, Strategy Lead at Rockets.Growth R&D, explained:

“The massive popularity of S.T.A.L.K.E.R. 2 allowed us to deliver an important safety message in a cultural context that resonates with young people. Inside the game, the experience is safe and interactive, but in real life these objects must never be approached — they should only be reported to emergency services.”

Using Games to Teach Real-World Safety

Rather than presenting a traditional public service announcement, the campaign immerses viewers in a familiar fictional world where caution and awareness are essential for survival. This approach allows teenagers to learn safety rules without relying on lectures, fear-based messaging, or formal government communication.

The video clearly explains what to do when encountering suspicious objects:

• Do not approach them
• Do not touch them
• Return the same way you came
• Call emergency services (101)

The campaign’s key message echoes the harsh rules of the game’s world:

“The Zone, like real life, does not forgive mistakes.”

Custom In-Game Elements Created for the Project

To accurately represent real-life threats, developers even added elements that were not originally present in S.T.A.L.K.E.R. 2. For the campaign, the team introduced a fragmentation grenade (F-1) and created a tripwire trap scene placed on football goalposts.

Another unique detail was a phrase written on asphalt as if in chalk: “Listen closely and you will hear.”

These additions were created specifically for the Hidden Threat project.

A Real Problem Affecting Millions

According to the State Emergency Service of Ukraine, about 23% of the country remains contaminated with landmines and unexploded ordnance, and clearing these areas may take decades.

Research by UNICEF and the Rating Group shows that 53% of Ukrainian teenagers still display risky behavior, even though they are aware of mine safety rules. The most vulnerable group is boys aged 14–17, who often spend more time exploring outdoor areas that may still contain dangerous explosives.

Because of this, the SES is encouraging parents, teachers, and community leaders to share information about mine safety and support initiatives designed to protect lives and raise awareness.