“Holidays with a Tail”: Media Support for EVA and Happy Paw’s Animal Rescue Initiative

What was u.comms tasked with?

To secure comprehensive media coverage of the results of “Holidays with a Tail,” a charity initiative by EVA and the Happy Paw Foundation, across national and regional media outlets.

Key objectives

• Communicate the campaign results: Highlight the funds raised to help shelters provide heating for dogs and cats throughout the winter.
• Develop in-depth media stories: Prepare and publish analytical and campaign wrap-up articles in leading national media outlets.
• Localize the news angle: Adapt the campaign results for specific regions of Ukraine and secure coverage in regional Telegram channels.

How did we support the campaign?

The initiative ran throughout November and December, with the u.comms team joining at the final stage to communicate the results. Donations could be made at EVA stores or through a dedicated website. The campaign raised more than UAH 2 million — twice the original target. The funds were used to provide firewood, fuel briquettes, heaters, stoves, beds, and kennels to 74 animal shelters across different regions of Ukraine.

The u.comms team delivered the following:

• Media planning and mapping: Developed and agreed with the client a detailed media map covering national and regional outlets.
• National media: Our writers prepared two in-depth stories for publication in Ukrayinska Pravda and UNN.
• Regional targeting: Created localized news stories for 15 regional Telegram channels, highlighting the support provided to shelters in specific regions.

What results did the campaign deliver?

Through targeted communications, the campaign results reached a broad audience and helped draw attention to the impact of the charity initiative.

Key results