«Fill up and leave».As with a challenge on Fortnite, Shell cleans up its image among younger people

The objective is to retain the very young, precisely those who will suffer the effects of climate change most of all

«Fill up and leave».This is the question that appears at the opening of the trailer for Shell's new advertising operation:a partnership with Fortnite, to organize the Ultimate Road Trips, long car journeys with which, between a petrol station and a ramp with the shell logo, children and teenagers can familiarize themselves with the fossil fuel giant and become fond of it.Everything happens in broad daylight, Shell invites gamers to do some virtual refueling and share screenshots on social media with the hashtag #Shellroadtrips.But Fortnite is not the only platform on which Shell is acting in recent months.There is also Twitch.

They build loyalty among those who will suffer most from the climate crisis

According to what the Guardian, Shell sponsored Twitch livestreams from six different creators with a total of 5.5 million followers.“Shell's marketing to young people is another example of how big oil companies favor their profits over the health of people and the planet, even though they have known for decades that the product they sell is driving the climate crisis,” he said. said Allison Fisher, director of Media Matters, a non-profit company dedicated to monitoring the world of information.Fisher explains that Shell's act is particularly serious because it aims to retain the loyalty of very young people, precisely those who will suffer the effects of climate change most of all.