Land reform 1

Agency: Kyifornia

Background: When you ask foreigners about associations with Ukraine, you will definitely hear something about productivity, agriculture, wheat and exports. Indeed, among 60 million hectares of Ukrainian land - 70% are very fertile soils. In 1991, when Ukraine became independent, Ukrainian lands for peasants became free of collective farms. But in fact ordinary people never had the full right to dispose of land as private property. Thus, the moratorium became one of the causes of poverty in rural areas. Idea: We studied people, statistics and figures: as it turned out, the vast majority of landowners on Ukrainian land are women 75+. And we need to talk to the target audience like an equal - everyone already knows that our people are very skeptical about loud promises and arrogant tricks. Excursion: Using insight, we went to the epicenter of all economic, soil and fertile events - in the village. The main characters of the video were the grandmothers, piglets and dogs, as well as geese, chickens, neighbors and son-in-law. They speak a simple and understandable language, not bleached literary, not cleansed of all living things. In the background - tractors, in the heart - Ukraine, on the lips - an explanation of "what-how" works with this reform, which everyone is talking about. In the videos, we turned my grandmother into a respectable landlord. This is her choice and the right - what to do with the land (because that's how it is legal). Paraphrasing the decision into a slogan, it turned out "Now not a grandmother, but a landowner!". Result: Hearts are conquered, the ice has melted, dialogue has been established. Opinion leaders spoke about the campaign, passers-by took pictures on the streets and told relatives, and grandmothers, ie landowners, ie respectable landlords, saw everything with their own eyes on regional TV. The Ministry of Agriculture says that life is a little easier now. The campaign was prepared in 2022 but the release was postponed due to the war*