What was u.comms tasked with?
The YOUkraine Charitable Foundation launched an initiative to create a dedicated hub for former prisoners of war, proposed by Ukrainian defenders of Mariupol. The idea was to create a safe space where service members and their families could connect, access professional support, and begin the process of rehabilitation after returning from captivity.
The u.comms team supported the project by helping shape the opening event, coordinating media relations and producing video content introducing the hub and its mission.
Key objectives
- Event planning and consultation: Contribute to the event concept and speakers’ scripts, while assessing the venue from a security perspective.
- Media support: Manage event announcements and media accreditation and ensure journalists could work comfortably within the limited venue.
- Video production: Film and produce a video introducing YOUkraine Hub, its mission, specialists and first day of operation.
How did we organize the hub’s opening?
Given the venue’s limited capacity and strict security requirements, the u.comms team organized media access in two stages, allowing journalists to visit the hub both during the opening and at a later time that worked for them.
- Press announcement two days before the event: Prepared and distributed a media invitation ahead of the opening.
- On-site media support: Coordinated filming, conducted a series of interviews with participants, and ensured that security protocols were followed.
- Same-day post-event release: Distributed a wrap-up story on the day of the opening, featuring quotes from representatives of the Coordination Headquarters for the Treatment of Prisoners of War, the founder of the YOUkraine Foundation, former prisoners of war and a photo report from the event.
- Video production: Created a presentation video showcasing the hub as a space for peer support and recovery.
What results did the campaign deliver?
The opening attracted significant attention both in Ukraine and internationally, while generating sustained media interest in the hub and its work.
30M+ total media reach
across news coverage and broadcasts.
50+ media stories and publications
across regional and national media outlets.
Partnership with the Coordination Headquarters
official support and coverage of the opening on the Coordination Headquarters’ own channels.
International media coverage
the story was covered by BNN Breaking, Telewizja Polska (Belsat), and Kyiv Post.
Organic expert visibility
journalists began approaching YOUkraine Hub representatives directly for expert commentary, creating an ongoing flow of media opportunities.
