What was u.comms tasked with?
To provide communications support for the annual charity initiative helping children from vulnerable and foster families supported by the international organization SOS Children’s Villages Ukraine prepare for the new school year. Ahead of the start of the school year, 449 children needed basic school supplies, while 292 did not have school backpacks.
Key objectives
- Develop a creative concept and name for the charity initiative.
- Create visual materials for social media, email campaigns, and outreach to potential donors.
- Engage national and regional media without spending on paid promotion.
- Prepare ethical and sensitive stories about the foundation’s beneficiaries while following all confidentiality and privacy standards.
How did we deliver the communications campaign?
Our team developed the concept and name “Kindness Backpack”, along with a visual toolkit to support fundraising. For the media campaign, we prepared a series of materials in different formats, approaching the topic from several angles: family stories, expert advice from psychologists, and practical guidance for parents and children.
One of the key placements was a feature on Ukrainska Pravda titled “Mission Impossible: How Families Living Below the Poverty Line Prepared for the New School Year” where we spoke with three women and shared their personal stories. We also secured an expert piece, “10 Tips from a Psychologist: How Parents and Children Can Prepare for the Start of the School Year During Quarantine” offering practical advice for families navigating the COVID-19 pandemic.
For the foundation’s beneficiaries, we organized a workshop led by Dmitry Horovenko, brand chef, restaurateur and former judge on the Ukrainian editions of MasterChef and MasterChef Kids. The initiative also received media support from regional TV channel Pohliad, which covered the event.
On September 1, Serhii Lukashov, the organization’s national director, also appeared on Morning on Suspilne (UA: Suspilne), where he spoke about the challenges faced by children from vulnerable and foster families during the school year.
Every piece of content included a call to help children get ready for school and support the “Kindness Backpack” initiative. As a result, the campaign raised the full amount needed to provide all the children with backpacks and school supply kits within two months.
Campaign goal
What results did the communications campaign deliver?
Through strong media engagement and active social media communications, the initiative reached its fundraising goal entirely through organic promotion, with no paid media spend.
100% of the fundraising goal reached
within two months, the campaign raised the full amount needed to provide all 449 children with backpacks and school supplies.
Organic fundraising
all funds were raised through media coverage, social media communications, and direct outreach, with no spending on targeted or search advertising.
Coverage in leading media
the campaign was featured in Ukrainska Pravda, on UA: Suspilne through a live broadcast and across regional television channels.
