PACK THE SKY

Elena Plakhova, Chief Reputation Officer (CRO) Nova Post Olena Umerenko, Head of Business Social Responsibility Department Nova Post Kateryna Yanyshyna, Business Social Responsibility Manager Nova Post Daria Storozh, Head of SMM Nova Post Anastasiia Zihunova, SMM Manager Nova Post Kateryna Mankovska, Graphic Designer Nova Post Oleksii Dubynka, Adviser of the Come Back Alive Foundation Oleksandra Haivoronska, Head of the Partnership department of the Come Back Alive Foundation  Olha Omelianchuk - Head of the Communications and Marketing Department of the Come Back Alive Foundation Vadym Blonsky, Designer of the Come Back Alive Foundation Svitlana Stepanenko, Managing Partner BetterSvit Oleksandra Zakharchenko, Chief Operating Officer BetterSvit Vitalii Kapustian, Creative Director LUN Slavko Znamin, Art Director BetterSvit  Victoria Prykhodko, Senior Account Manager BetterSvit  Andrii Bezuglyi, Creative Copywriter BetterSvit  Vera Krendeleva, Senior Designer BetterSvit  Anna Ostapenko, Managing Director Media First Ukraine 

BACKGROUND: Every night, before going to sleep, Ukrainians check their Air Alarm apps and think, “God, please, no shelling.” Enemy missiles hit the blocks of peaceful people. Only during the first year of the Russian full-scale aggression did over 150,000 houses and buildings get damaged. To protect the sky, the Ukrainian Air Defense Forces lacked effective equipment to respond to the danger coming from the air, not in a few minutes but in seconds.  Nova Post and Come Back Alive Foundation created a project to provide the Air Defense Forces with up-to-date communication means and mobile command posts. They announced a $8.9 million fundraising campaign. But how to involve as many Ukrainians as possible while there are more and more requests and fewer and fewer donations? It was a real challenge. IDEA: We thought then, “Everyone knows Nova Post’s boxes well” because Ukrainians send 28,000,000 parcels monthly. We transformed the boxes into houses, not damaged, full of life. These houses symbolize the successful work of air defense. So, we called the project “Pack the Sky” after an understandable phrase “Pack a parcel.” EXECUTION: We drew the houses as ordinary living blocks where ordinary Ukrainian families live. We call them “panelkas” [panel blocks]. You can find them everywhere in Ukraine. As the artists drew murals on the blocks, we drew our campaign’s goals on the boxes: Tele Radio Communication Kits for Mobile Air Defense Squads, Mobile Command Posts, Complex Communication Facilities, Portable Command and Control Kits. Every house box became a donation and served as a message. By receiving their parcels, Ukrainians learned of the project and donated! To complete the campaign as soon as possible, we added many options to donate: limited-edition packages, postcards, and briefcases, parcel lockers, the Nova Post app and website, merch created in collaboration with famous Ukrainian artists. The communication spread via all own and partner channels of Nova Post and Come Back Alive Foundation: websites, social media, apps, branded post offices and parcel lockers, email newsletters, trucks, live events, and YouTube shows. We thank all media, all opinion leaders, and all Ukrainians who shared our fundraising campaign and involved more and more people.    RESULTS: We received 230 810 754 media impressions and 14 080 posts. On average, each Ukrainian encountered information about the project 6 times.  On December 25, 2023, we completed the fundraiser. We raised $8,900,000 thanks to 53% of Nova Post donations and 47% of donations from people and businesses. We purchased and delivered new effective equipment to our Air Defense Forces. It helped boost the safety of the Ukrainian sky. It made Ukrainians’ dreams a bit calmer.