ABOUT

Situation:
As of September 1, 2022, at least 1,788 educational and medical institutions have been destroyed, and 211 cultural objects have been damaged. According to preliminary estimates by analysts relied upon by the Ministry of Community and Territory Development, over 2.4 million Ukrainians were living in destroyed or significantly damaged housing.

The reconstruction of these buildings should not only restore them to their original condition, but also consider all aspects of necessary inclusivity. The issue of accessibility of urban spaces has become urgent, and we aim to create a Ukraine that is comfortable for all people to live in. This is the main goal of our information campaign developed for the NGO Dostupno.UA.

Execution:
We wanted to reach out to those who will be involved in the reconstruction and development of post-war Ukraine and provide them with up-to-date and clear information on the accessibility of infrastructure, commercial and residential buildings. However, communicating with this audience directly is not so simple. Therefore, we decided to approach them through their children, friends, and societal pressure.

As a result, we focused on three main product blocks. The first was outdoor and digital advertising, for which five thematic posters were developed. These were strategically placed throughout the streets and bustling metro stations of Kyiv, as well as in Intercity, an ideal platform for reaching a broader audience.

The second element was an animated music video about the barrier-free nature of Ukrainian cities, created together with top Ukrainian artist alyona alyona.

The third element was a video explainer, in which already familiar characters Panda and Giraffe decide to create a video blog to talk about specific problems related to inclusiveness in our cities.

We complemented our campaign with a media and influencers coverage, ensuring that our messages were amplified through various channels, including social media and other digital platforms.

Results:
The overall coverage of the campaign exceeded 8,500,000.
40+ media appearances + live broadcast on 20 channels in 12 regions: Zaporizhia, Chernivtsi and region, Ivano-Frankivsk and region, Kolomyia, Lviv region, Chervonohrad, Khmelnytskyi, Kropyvnytskyi, Oleksandriia, Svitlovodsk, Sumy, Ternova in Dnipropetrovsk region, Myronivka and Pereyaslav in Kyiv region, Volyn, Chernihiv, Pryluky, Kharkiv.

Credits:
Ira Shostak — CEO & Marketing lead, linza agency and linza production;
Les Yakymchuk — Creative Lead, linza agency and linza production;
Olena Zenchenko — Art Director, linza agency and linza production;
Daria Sinelnikova — Producer, linza agency and linza production;
Mykhailo Komarov — Creative Copywriter, linza agency and linza production;
Izabella Aronson — Head of PR, linza agency and linza production;
Anna Sovshchak — PR Manager, linza agency and linza production;
Anna Tymoshenko — PR Manager, linza agency and linza production;
Yulia Plevako — Animation, linza agency and linza production;
Mykhailo Myronenko — Sound Designer, linza agency and linza production.
Mariia Ozirna — Video Director, Illustrator;
Oleksandra Nesterenko — Panda voice in animated explainer;
Dmytro Shchebetiuk — Giraffe voice in animated explainer.

Dostupno.UA:
Dmytro Shchebetiuk — Ideological inspirer of the project;
Nataliia Parkhytko — Deputy Head of the organization.

British Embassy Kyiv — project partner.