November 2023
Project: Pyjama Day. Challenge: The annual campaign in support of children had a year-long break. We needed to encourage all those who care to wear pyjamas on this day and donate to the construction of an inclusive hospital. This message had to be appropriate during the war and the constant training for defenders. Approach: The […]
Project: Pyjama Day.
Challenge: The annual campaign in support of children had a year-long break. We needed to encourage all those who care to wear pyjamas on this day and donate to the construction of an inclusive hospital. This message had to be appropriate during the war and the constant training for defenders.
Approach: The campaign’s main messages were based on the dual struggle that children are waging—the fight against Ukraine’s external enemy and the fight against disease.
The story’s main characters were a family from Mariupol – mother Lilia and daughter Milana. After the start of the Russian invasion, they were forced to move to Kyiv and receive treatment at Ohmatdyt.
Results:
- The total reach of the campaign was 10.19 million
- 34 press releases published in online media with a total reach of 348 thousand
- 5 TV stories, including a segment in the United News TV marathon, with a total reach of 6.4 million
- 164 mentions on five radio stations of Business Radio Group and Tavr Media, with a total reach of 2.3 million.
- 42 publications by bloggers with a total reach of 1.94 million
- 2 agreements with Yuliia Sanina and Oleksandra Zarytska, with a total publications coverage of 108 thousand.
