What was u.comms tasked with?
To manage every stage of the “Varti” award by Nova Poshta, recognising volunteers and charitable foundations.
The u.comms team developed a new concept, a communications strategy, and the full process architecture – from nominations and two-stage voting to producing the awards, coordinating simultaneous presentations across 13 regions of Ukraine, and driving the final PR campaign.
A refreshed concept adapted for an online format
Building on the award’s established tradition, the agency introduced a new tagline – “Varti. Keep Moving Forward” – reflecting the constant movement of volunteers, Nova Poshta’s trucks, and the entire country towards victory.
A strategy that changed in real time
Despite the initial plan for an offline event in Kyiv, the format was shifted to an online campaign with simultaneous in-person award presentations for finalists at the places where they do their work – hubs, offices and warehouses.
Visual symbols
A yellow heart and animated blue ribbon became recurring elements throughout the project – from the website design, branded packaging, and certificates to the campaign’s hero video.
A web platform and transparent selection process
A dedicated website was developed for the project, with its functionality updated four times. It became the main hub for nominations and public-expert voting.
- Two-stage selection: A new voting system was introduced, resulting in the selection of 12 winners.
- Partner selection: Nova Poshta selected another 21 winners based on the largest volumes of humanitarian aid delivered.
- Content: Each nominee’s profile featured a thoroughly developed story of their volunteer work.
Video production and a story of transformation
In partnership with AUROOM films, the team created an emotional video telling the story of 10 years of Ukrainian volunteering.
The symbolism behind the story
The story of a girl who started helping animals as a teenager and, a decade later, went on to lead a foundation supplying frontline medics, illustrates how volunteering has evolved from spontaneous acts of help into systematic, organised work.
Award presentation logistics and large-scale media coverage
The team coordinated simultaneous award presentations for all 33 winners. The ceremonies involved 15 prominent figures, including members of Kurhan & Agregat in Kyiv, as well as military personnel and medics.
Media presence and reach
- 36 placements in national media and 80 publications in regional media.
- 6 TV stories and a live appearance on Ukraine’s national telethon.
- 32 million – the total potential reach of the communications campaign.
What did the team achieve?
33 winners
33 volunteers and organisations were recognised simultaneously across 13 regions of Ukraine.
32M reach
The campaign secured extensive media presence across national and regional outlets and social media.
100% delivered
The project was delivered end-to-end – from the award mechanics and design to logistics and PR support.
It was important to us that the moment of gratitude felt natural, appropriate and genuine. No stage, but with respect. Judging by the emotions we saw and the words of the volunteers themselves, we succeeded.
Olena Plakhova, Reputation Management Director at Nova Poshta
