What was the challenge for the u.comms team?
The client initially approached us with a request to distribute three videos featuring messages of support for Ukrainian children from British and American public figures, including actor Stephen Fry. We proposed scaling this into a full-fledged psychological support project by creating a series of videos featuring Ukrainian celebrities, as children naturally connect more with people they see and listen to every day.
To make the project genuinely effective and psychologically safe, we invited renowned child psychologist Svitlana Roiz to join the project.
Key objectives:
- Create the branding and platform: Develop the project name, visual identity, website, and social media channels for a psychological support initiative for children in shelters.
- Engage influential voices: Invite 40+ well-known Ukrainian celebrities, bloggers, athletes, and cultural figures to participate.
- Develop evidence-based content: Incorporate psychological practices developed by Svitlana Roiz into each video script, adapted specifically for children.
- Scale through schools and media: Ensure broad reach through media and social networks and engage educational institutions.
How did we implement the #BraveKidsUkraine project?
We conducted a preliminary survey of parents and teachers to understand which public figures children follow and which devices they bring to shelters. Based on these insights, we developed a comprehensive communication ecosystem.
- Naming and visual identity: We created the names “Brave Kids” / “BraveKidsUkraine” and developed a light, cartoon-inspired visual identity with bright yet calming colors: yellow, light blue, green, and red.
- Digital ecosystem: We created and launched the project website, along with official pages on Instagram, TikTok, Facebook, and YouTube.
- Personalized scripts with psychological practices: We studied each celebrity’s personality and background to create a personalized script, organically incorporating exercises developed by Svitlana Roiz.
- Branded materials: We produced practical items for shelters, including blanket-pillows, power banks, water bottles, and anti-stress toys.
- Offline shelter visit: We organized a visit by Klymmen from Kalush Orchestra, YouTuber Auntie PANDA, and TikToker Tumazar to children in the bomb shelter of a Kyiv school.
Schoolchildren in Chernivtsi region do an exercise from Jamala, a participant in the #BraveKidsUkraine project, during a lesson.
Transform three videos featuring messages of support from international celebrities into a nationwide psychological support program for children in shelters, with 40+ Ukrainian ambassadors, an endorsement from the Ministry of Education and Science of Ukraine, and a reach of more than 1.5 million people.
МасшScaling the #BraveKidsUkraine initiative
What results did the campaign achieve?
The project received strong public recognition, official support from government institutions, and broad reach both in Ukraine and internationally.
Молодшокласники дивляться відео міністра освіти і науки Оксена Лісового — він розповідає, що супергерої теж можуть боятися
40+ Star Ambassadors:
The campaign was supported by Serhii Prytula, Stephen Fry, Oksen Lisovyi, Kalush Orchestra, Jamala, Alyona Alyona, Yuliia Sanina, Irena Karpa, Serhii Zhadan, Oleksandr “Teren” Budko, and others.
1,500,000+ Reach
Across social media and the project website.
80+ Media Publications
In leading Ukrainian and European media outlets.
17,000+ Children
Potentially watched the videos, completed exercises shared by the celebrities, and took part in competitions.
Official Endorsement by the Ministry of Education and Science of Ukraine:
The Ministry officially recommended that schools show the campaign videos to children during air raids.
Featured in the crUAtivity Digest:
The campaign was featured in a digest of the best projects by Ukrainian creative agencies, presented to the international creative community.
100+ Social Media Posts from Schools and Kindergartens:
Educational institutions used the #BraveKidsUkraine hashtag to share photos of children doing the exercises in shelters.
Students play “Tell Me. The Power of Questions,” a game by Svitlana Roiz downloaded from the BraveKidsUkraine website.
