POSTCARDS FROM UKRAINE

Agency: KYIFORNIA CEO: Kurova Yuliia Creative Director: Yuriy Kurov Account director: Olga Garnaga Project manager: Olha Sachenko Editor: Olha Dub PR in Ukraine: Olga Syrotiuk PR Worldwide: Olga Hnativ Writer: Elizaveta Nevezhina Copywriters: Uliana Koinichenko and Anzhela Osypova Designers: Daryna Zgurovets and Tetiana Fuks Production Adje: Director: Eugene Golovatenko DP: Alex Stratienko  Executive Producer: Mykyta Kukoba Producer: Marta Melnychuk Producer asst: Natalie Bereza Gaffer: Timofiy Geraschenko 1st AC: Oleksiy Pivovarovsky Production Manager: Kostia Stetsenko Admin: Slava Ivasyshen Playback: Vitaly Fedotov, Oleksandr Sofin Sound: Alex Pustarnakov Post-production: Andrii Iholkin Edit: Alex Legostaev USAID Transformation Communications Activity in Ukraine (TCA): Yuliia Kotova - Strategic Communications Director USAID Transformation Communications Activity in Ukraine (TCA) Alisa Polishchuk - Communications Coordinator USAID Transformation Communications Activity in Ukraine (TCA) Oksana Ilyasevych-Bogorodova - Strategic Communications Advisor USAID Transformation Communications Activity in Ukraine (TCA) Ukrainian Institute Team: General director: Volodymyr Sheyko Deputy General Director: Alim Aliyev Head of the communications department: Ksenia Kalina Head of the department of analytical and research work and academic programs: Nadiya Koval Leading analyst: Maryna Irisova Communication manager for dealing with foreign media: Andrii Avramenko Communication manager: Olena Makaeva

Since 2014 Russian army systematically destroys Ukrainian cultural heritage. During the full-scale war, over 500 monuments of culture, architecture and religion were destroyed or seriously damaged. The goal [important]: To talk about the fact that the targeted destruction of Ukrainian culture is a huge loss for the whole world. Because these cultural monuments convey the history not only of the Ukrainian people but also of the entire European civilization for more than 100 years. 2. Strategy  1. We released postcards about the objects of the cultural heritage of Ukraine, each of which tells the story of a specific cultural monument. Why postcards? As we travel the world, we send postcards with pictures of cities. But this year, postcards from Ukraine would look different. Russia destroyed a significant part of our cultural memory, so now souvenirs tell completely different stories. 2. We created a series of videos with world and Ukrainian celebrities, who became the voices of destroyed buildings. Video projections on broken buildings allowed macro-influencers to become the personification of cultural monuments and give voices to mutilated cities that were heard all over the world. So the already devastated monuments came to life again. 3. Results 100 postcards that tell the stories of destroyed buildings Developed landing page with an interactive map 8 videos with Ukrainian and world celebrities Project exhibitions held in more than Postal block in collaboration with Ukrainian Postal Company «Ukrposhta» 200+ publications in media, including international Stories and posts by influencers with a total reach of 960 000 views General coverage: 10 000 000 people