What was the task for u.comms in the Come Back Alive and JYSK project?
u.comms was tasked with creating a name and tagline, pro bono, for a joint charity campaign by the Come Back Alive Foundation and JYSK. The campaign aimed to raise funds for adaptive sports equipment to support veterans in their recovery.
The challenge was to come up with a short, memorable concept in just one day — one that would work naturally in both Ukrainian and English while capturing the campaign’s core idea: movement as a way to rebuild strength and regain confidence.
How did the rapid naming process work?
Given the tight deadline, the u.comms team brought together specialists from across the agency for an intensive brainstorming session.
From idea to final concept in one day
The team developed a range of naming and tagline options built around three core ideas: inner strength, physical recovery and adaptive sport.
Two versions, one concept
The Come Back Alive communications team selected two complementary options: the Ukrainian “Додай руху до сили духу!” and the English “Power to Recover!”
What were the results?
UAH 10 million raised
The September–October 2024 campaign raised UAH 10 million through JYSK stores to fund adaptive sports equipment for veterans.
1 day to develop the concept
The campaign name and tagline were developed pro bono within just one day.
Two approved campaign versions
Both the Ukrainian and English concepts were approved by the client for use across different communication channels.
