What was the challenge for u.comms?
u.comms was tasked with providing full media support for the creation and launch of the charity calendar “Stronger Than the Elements,” featuring 12 Ukrainian women. The project aimed to raise funds to purchase drones for the 72nd Separate Mechanized Brigade named after the Black Zaporizhians.
Key objectives:
- Tell the story behind the project: Bring the photo shoot, its concept, and the stories of the women featured in the calendar to the media.
- Build media engagement: Prepare announcements, attract journalists to the launch event, and coordinate interviews with the project’s participants and team.
- Support the photo exhibition: Promote the exhibition and provide media coverage as it moved to new locations.
- Scale up the campaign: Bring the project to a wider audience through a video presentation displayed on the screens of Gulliver shopping mall.
How did we provide media support for the project?
The charity foundation YOUkraine invited 12 Ukrainian servicewomen, veterans, former prisoners of war, medics and volunteers to take part in the photo project. Each woman was portrayed through the imagery of a natural force or phenomenon.
u.comms developed a media plan covering every stage of the project – from the photo shoot to the exhibition:
- Behind the scenes and project stories: Shared the concept of the project, the photo shoot and the women’s personal stories with national media.
- Launch event and on-site media support: Distributed media announcements, brought journalists to the presentation, arranged interviews with the women featured, the photographer and the foundation’s founder, and organized video coverage of the event.
- Post-event coverage and exhibition: Prepared a post-release featuring quotes and photographs, then continued supporting the exhibition’s opening at Gulliver and other Kyiv locations.
To amplify the project’s visibility, we developed and produced a large-scale video presentation displayed on the largest LED facade of Gulliver shopping mall.
What results did the campaign achieve?
The consistent media strategy gave the project significant exposure both in the media and across the urban landscape.
Key results:
500 000+
potential reach across media publications and TV reports.
350 000+
people saw the project’s video presentation on the façade of Gulliver shopping mall.
Key media outlets:
Kyiv and 5 Kanal TV channels, as well as NV, Insider, Ukrinform and other national and regional media.
