What was u.comms tasked with?
To generate extensive media and social media coverage of the story of 23-year-old student Yarema Venhrynovych, who cycled from Belgium to Ukraine to raise funds for the beneficiaries of our client, the charity organization “SOS Children’s Villages Ukraine“. The three-week journey was designed to draw public attention to the cause and raise funds for a social project.
Key objectives
- Develop a communications strategy: Create a detailed two-month media plan to engage media throughout the journey and after its completion.
- Provide media support: Arrange news coverage, live broadcasts, interviews and a final press conference.
- Engage regional media: Build relationships with editorial teams in cities across western Ukraine along the cyclist’s route.
- Document the journey on social media: Cover every stage of the trip on the client’s official Facebook and Instagram pages.
How did we develop and implement the media plan?
At the outset, the team received Yarema’s route, planned stops and estimated arrival date. Based on this information, we developed a detailed action plan covering the preparation and distribution of invitation press releases, as well as direct pitching to journalists at different stages of the bike ride.
We began by securing coverage of Yarema’s departure from Belgium. Following our invitation, TV channels Ukraina and Inter covered the start of the journey. Throughout the three-week ride, u.comms coordinated Yarema’s interviews and live video appearances with journalists via Skype, including appearances on Pravda TUT.
How did we work with regional media and social media?
A key part of the campaign was working with local media in Lviv, Ternopil, and other cities in western Ukraine along Yarema’s route. The team maintained regular contact with editorial offices, promptly shared video footage from Yarema and his support crew, and advised the client on organizing the final press conference ahead of his arrival in Ternopil. Several dozen regional and national media outlets covered the cyclist’s arrival, including 1+1 TV.
At the same time, the u.comms team documented the journey on SOS Children’s Villages Ukraine’s Facebook and Instagram pages, preparing posts, visual content, and real-time Stories.
What results did the communications campaign deliver?
Through consistent media outreach and social media coverage, Yarema’s journey gained significant public attention, while the project’s fundraising goal was successfully achieved.
100+ media publications
news stories, interviews and features about the journey appeared across national and regional media outlets.
20M+ media views
the campaign generated more than 20 million views across media coverage.
€10,000+ raised
Yarema raised more than €10,000 through the journey to help equip a shelter for mothers and children in Sievierodonetsk.
Strong brand visibility
SOS Children’s Villages Ukraine was prominently mentioned across the majority of media coverage.
