Share care with a child

Iryna Pavlova - Art Director Olga Protasova - Craft Designer Liza Chepugova - Graphic Designer Hanna Savchuk - Project Manager Anastasiia Russu - Copywriter Olena Horobets - Designer Olga Mykhalets - Creative Producer Igor Bondarenko - Motion Designer

BACKGROUND More than 100,000 children are living in orphanages in Ukraine and this number increases because of the war. Only a family can help a child to survive their first victories and disappointments. But, unfortunately, not every child has a family. Ukrainians fear children deprived of parental care. A significant number of stereotypes, fears and prejudices regarding such children are primarily related to the lack of knowledge about children, personal acquaintance with them. Our task was to develop a communication campaign that educates Ukrainians about alternative forms of childcare and dispels fears surrounding adoption and guardianship. IDEA  As the warmth of our hands can create any shapes of clay plasticine, so the warmth of a loving heart can shape a better care for children. In partnership with UNICEF, we launched a outdoor communication campaign "Shaping Better Care" to inform Ukrainians about various forms of childcare. EXECUTION The visual materials were based on bright plasticine illustrations, through which we showed real families who have already dared to take this step and adopted a child .  Plasticine forms and figures of bright colours were the basis of the visual solution. We chose this technique, known to us since childhood, because just as the warmth of our hands makes plasticine a flexible material for the realization of fantasies and dreams, so the warmth that a child receives from their parents shapes its personality and future. The plasticine illustrations used in the campaign were displayed in key outdoor locations such as billboards, bus stops, posters were distributed in shopping malls and online. The bright colours and emotional scenes immediately were able to catch the eye of passersby, drawing them in to learn more about the campaign. RESULTS In just two months of the campaign, we received an impressive total of 2403 calls to our hotline. Among these callers, we have registered 472 potential candidates who express a genuine interest in adopting a child.  This response demonstrates the effectiveness of our campaign in raising awareness and inspiring action within the community. We look forward to guiding and supporting these potential adoptive parents on their journey to enriching the lives of children in need of loving families.