December 2018

The project: “To Hear “Mum!” Challenge: We had to not only draw public attention to the problem of infertility but also change the perception of IVF as a fertilization method. Approach: We developed a comprehensive all-Ukrainian social project to help couples become parents. The multichannel campaign included: Educational dialogue, “Not Just TA(L)K” for bloggers and […]

The project: “To Hear “Mum!”

Challenge: We had to not only draw public attention to the problem of infertility but also change the perception of IVF as a fertilization method.

Approach: We developed a comprehensive all-Ukrainian social project to help couples become parents.

The multichannel campaign included:

  1. Educational dialogue, “Not Just TA(L)K” for bloggers and journalists.
  2. Development of the online information platform pochutymamo.com.ua
  3. Organization of online support from leading Ukrainian reproductive specialists
  4. Development of an interactive test and other special projects in the media
  5. Organizing a competition for stories about the fight against infertility
  6. Organizing a visit to a fertility clinic
  7. Creating a social video
  8. Organizing a photo exhibition, “Children of Orchids”.

Results:

  • Over the 6 months of the campaign, 3.4 million Ukrainians were reached.
  • 3 million people watched the video.
  • More than 60 publications about the project and the issue in the media.
  • 50+ stories and posts by bloggers on social media.
  • 100 guests visited the photo exhibition “Children of Orchids”
  • More than 20 journalists and bloggers joined Not Just TA(L)K.
  • And most importantly, in 2020, a child was born directly thanks to the project!