Became Visible Invisibly

MOKO digital agency: Partners: Hlib Pronenko and Tetiana Mokrenko Creative Director: Olha Livik Strategist: Illia Nikolaiev Art Director: Oleksandra Raskosova SMM-Head: Dariia Shcherbakova SMM Manager: Yuliia Pylypenko Designer: Anastasia Grab Influence Manager: Elizaveta Nagornyuk Client Service Director: Tetiana Malshakova Project Manager: Sofiia Smulska Media Specialist: Yaroslav Cheshko The video case production team: SMM Manager: Yuliia Pylypenko Project Manager: Sofiia Smulska Designer: Anastasia Grab Script/director/edit: Maryna Shkrabaliuk DoP: Yelyzaveta Kulakovska light, 2AC: Semen Diedkovskyi Actress: Anastasiya Sych Motion Designer: Andrew Timchenko UNFPA Ukraine team: Communications Manager: Olena Finaieva

The website and social media pages of the information campaign against domestic violence have been active in Ukraine since 2019. There, victims and witnesses can find all the essential information — from practical advice to support contacts. However, according to UNDP, about 2 million people in Ukraine (80% of them women) experience physical domestic violence, and only around 30% of women seek help. The remaining 70% receive information but do not take real action, remaining with their abusers. These figures show that providing information alone is not enough. It is crucial not only to raise awareness but also to create real behavioral change in victims — to motivate them to leave toxic relationships and not tolerate violence. It was our primary goal. Our challenge was transitioning from simply informing — which often failed to evoke a response — to genuinely influencing. We realized that even expressing the problem in the comments section is a first step toward acknowledging and discussing it. That is where actual steps toward salvation begin. We began by developing a strategic vision and completely reformatted our content. The first task was to change the tone of voice. We created the image of a real person addressing the victims and moved away from abstract concepts like “This is about a policy created in 1986” to heartfelt messages like “You are the most precious thing you have.” We abandoned promotional language, native advertising, moralizing and gained compassion and empathy instead. Our content focused on authentic stories and trends shared in support of victims. Given the importance of protecting victims’ safety, our task was to anonymize personal data as much as possible. Therefore, we reformatted stories to be anonymous and, instead of photos, created unique hand-drawn visuals — each line conveying the essence of the story. As we couldn’t show real videos and trends, we conveyed meaning through quotes, and women participated by commenting. We understood that influence — not information — lies in the everyday things victims can relate to and apply in real life. That’s why we launched several collaborations with partners. Giveaways with the Aurora multimarket chain and the Turbota brand turned into tools for dialogue and care, as women didn’t just follow standard conditions but instead wrote about what they loved about themselves and what they promised themselves. The typical “+” transformed into a genuine experience: “I love my perseverance, kindness, and caring eyes.” Additionally, we analyzed movies and TV shows for depictions of domestic violence and received feedback like: “What a shame. I didn’t know. It is one of my favorite movies.” We also engaged 15 influencers, writers, and bloggers who created unique content tailored to our cause. The responses we received included: “This is the best thing I could have heard today. I’m crying.” and “I’m so glad that modern girls will have a role model like Katia.” During the project’s implementation, we achieved approximately 5 million impressions and 7% engagement on Instagram, exceeded our Facebook subscriber target by over 2,000 (32,000 total), and added 811 subscribers on Viber (1,511 total). We became visible — without being evident. The project ran from July 2024 to March 2025.