Ulyana Pcholkina

Plai Buro Radana Renko – Creative Director Kateryna Reshetniak – Strategy Olena Dhzanhyryan – Team Lead Yaroslava Honcharuk – Creative Lead Oleksandra Bosa – Designer Anastasia Symonova – Designer Daryna Nikolaichuk – Copywriter Galina Fomynyh – Copywriter Artem Shemet – Director

The large-scale project "Unbreakable, because One" is implemented under the patronage of the Center of strategic communications and information security together with the US Agency for of International Development (USAID) and aims to unite Ukrainians in this complex time to talk about the indomitable people who help bring ours closer victory BRIEF The agency's task was to implement the idea of a communication campaign that would resonate with a broad audience of representatives of various professions and age groups. The narrative of unity and mutual assistance was designed to inspire all Ukrainians, regardless of their background, to remain united, courageous, and strong despite unprecedented stresses and challenges. The goal was to unite all Ukrainians, recognize the importance of each individual's contribution, and strengthen Ukraine's resilience. IMPLEMENTATION The main task of the campaign was to emphasize the importance of supporting the rear, on whose forces and actions a considerable part of the future victory depends. We aimed to empower representatives of various spheres of activity, reminding them that each of their actions has the power to influence the course of history and to contribute to the collective effort. We shot video portraits of people with different life circumstances and are representatives of various segments of the population and age categories: preschoolers to volunteers in wheelchairs and refugees - each of them in their place is doing an essential thing for Ukrainian identity and integrity. Based on this idea of unity in the common goal of such different people, we built a visual style of video clips, posters, billboards, and city lights that were located in front-line and occupied cities: Ukrainians are yellow and blue puzzles that are so different, but hold together and make up something large-scale. Also, in the video and among the puzzles, there is an element of a line that, like a thread, connects all the heroes, among whom you can be. After all, the campaign is aimed not only at highlighting individual stories but also at encouraging everyone to become a hero. For this, we created the test "What is your Unity?" — the second stage of the campaign, which strengthens it, covers an even larger audience, makes everyone feel their importance, and also promotes our videos because each type of unity corresponds to a specific character in our stories: if according to the test results you are a "Zoofriend", then the case of " Zoo Patrol" etc. Both stages of communication were supported by collaborations: a playlist with videos was played on the screens of Ukrzaliznytsia, and the test was picked up by Ukrainian celebrities such as Jamala, Monatik, Serhiy Zhadan, Alyona Alyona, and Kalush, as well as bloggers - in this way, we collected a great response from the audience and fulfilled the task.