The biggest wave of divorces in Ukraine

Svitlana Stepanenko, Managing Partner, Twiga Ukraine Tatiana Shevchuk, Account Manager, Twiga Ukraine Vitalii Kapustian, Creative Director, Twiga Ukraine Viktoriia Shapkina, Creative Copywriter, Twiga Ukraine Aleksander Zeleniuk, Art Director, Twiga Ukraine                                                                              Katerina Mokrovolska, PR Director, Twiga Ukraine                 Alexey Marchuk, SMM Head, Twiga Ukraine  Nataliia Sokolyk, Managing Director Twiga Ukraine                                                                                 Olena Koltyk, Head of waste management and eco safety department (Ministry of environmental protection of Ukraine), Ministry of Ecology and Natural Resources of Ukraine                                                                                                                                                                                                                                                        Oleksandra Marchenko, Advisor to Minister, Ministry of Ecology and Natural Resources of Ukraine    Natalia Krupoderova, Chief specialist of public communication department (Ministry of environmental protection of Ukraine), Ministry of Ecology and Natural Resources of Ukraine                   Svitlana Skrynnik, Head of public communications department (Ministry of Environmental protection of Ukraine), Ministry of Ecology and Natural Resources of Ukraine

BACKGROUND: Lawmakers have adopted the bill to restrict the use of plastic bags, but this fact remained unnoticed for ordinary Ukrainians. The planet is being screwed, but people are more interested in whoever celebrities are screwing than in important public policies.                                                                                                                                       CREATIVE IDEA, STRATEGY: We decided to create the most massive wave of divorces in Ukraine  EXECUTION: News about couples breaking up spread quickly on social media, and we took full advantage of it. Thanks to the "life events" feature on Facebook and Instagram AR masks, we gave people the opportunity to publicly announce their breakup with the plastic bag. The news in social media about non-standart eco-divorce brought a huge PR effect involving attention of the public, media and opinion leaders.                                                                                                             RESULTS: This social initiative of the Ministry of Ecology and Natural Resources of Ukraine turned into a popular challenge with more than 10,000 divorces, 300,000 engagements on social media and accumulated 40,000,000 free media coverage with zero budget.