MAKE RUSSIA PAY

icuv: Olena Halushka — Head of Internatoinal Centre for Ukrainian Victory Vlada Dumenko — Head of Communications  Khristina Ivasiuk — PR & Media Maria Koshkina — Community Manager Emma Zahinayko — Operations manager oversize: Taras Borovyk — CEO & creative director Serhiy Pyatkov — CEO & CCO Alina Zhyshchuk — account manager Max Klevaka — copywriter Rusya Stratiienko — copywriter Viktoriia Hermanenko — designer & case designer

To facilitate the unfreezing of Russian assets and direct them to rebuild Ukraine, we launched large-scale protests under the umbrella message MAKE RUSSIA PAY and created the main symbol of the campaign — a check for $486 billion with detailed information about the damage caused by the aggressor during the full-scale invasion.  This symbol was concise and understandable to everyone and was easily reproduced and distributed at events around the world (translated into Italian, French, Dutch and Japanese). Scaling the key messages and image was crucial, as the #MakeRussiaPay campaign relied heavily on mass mobilization and organic digital engagement, resulting in minimal media spend. The budget was mainly allocated to the production of key elements of the campaign, including the creation of protest materials such as banners, merchandise and digital assets such as social media filters.  The campaign was mentioned in more than 30 major international media including the BBC, The New York Times and Le Monde. Ursula von der Leyen, President of the European Commission, mentioned the campaign in her speech at the Ukraine Recovery Conference in Berlin.  The hashtag #MakeRussiaPay was used over 600,000 times on social media. Our slogan was heard on music stages in Europe and the United States.  Media and political support helped legitimize the campaign, ensuring that it was taken seriously at the highest levels of international governance. Through a combination of social mobilization, creative approach and a powerful communication strategy, the #MakeRussiaPay campaign has become one of the most powerful global movements to restore financial justice. And it unfreezed some of Russia's assets, including $50 billion in total, of which 400 million euros were allocated for weapons for Ukraine.