Unbreakable Ukrainian Moms Manifesto

Команда ГО “Фонд Маша”: Марія Єфросиніна, співзасновниця ГО “Фонд Маша” Ольга Балабан, керівниця відділу комунікацій, ГО «Фонд Маша» Команда агенції VIVID: Наталія Бороніна, Owner&CEO Марія Кузьменок, Creative Director Нікіта Пашковський, Strategist Вікторія Походня, PR manager Анна Голуб, Influence Marketing Lead Максим Палій, Motion designer Студія звукозапису Mart Sound Катерина Оверко, Operations manager

Unbreakable Moms Manifesto: creative activities for the Masha Foundation against the donation fatigue on social media platforms In 2023, we all noticed a tendency towards a decrease in the amount of donations from Ukrainians. Almost every day, on social media we came across new posts with appeals to join the fundraising events, but, unfortunately, public interest only decreased with each passing month. Exceptionally challenging was fundraising for the needs of the civilians who suffered as a result of military operations We accepted the challenge and therefore, on the eve of Mother's Day, together with the Masha Foundation, we started a fundraiser to provide psychological help to women who suffered from a full-scale invasion. Fully acknowledging the importance of creativity in modern fundraising campaigns on social media, we came up with the idea which was supposed to be close to every Ukrainian. We wrote the Unbreakable Moms Manifesto – an unfabled image of a modern Ukrainian mother who, showing courage and unshakeable will, for the whole world became an example of Ukrainian resistance to the russian invasion. Masha Efrosinina, a co-founder of the Foundation, became the voice of the Manifesto, while the visual accompaniment featured real footage of Ukrainian women, mothers and daughters during this brutal war. We posted the Manifesto in a Reels format on the Foundation's page and engaged well-known influencers, along with Masha Efrosinina, to help spread it. Ramina, Dorofeeva, Polyakova and others joined in its dissemination. Our video touched the audience so deeply that we received more than 1,000 shares solely from the Foundation's page. During the first days of the campaign, our Manifesto resonated everywhere, which contributed to its increased reach and the engagement of people to the fundraiser in particular. As a result, within just two weeks of the campaign on social media, without a promotion budget, we managed to raise 700,000 UAH surpassing the planned 600K, reached over 6 million Ukrainians with our Manifesto and created another honest story about the struggle of the Ukrainian people.