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Challenge: As the world approached the one-year mark since Russia’s invasion of Ukraine, Unify Ukraine sought to drive awareness and engagement among Americans about the ongoing occupation by Russia and its disastrous consequences.
Approach:
Spotlighted Ukraine and Poland’s friendship as a shining model of unity by showcasing stories of Polish civilians welcoming Ukrainian refugees into their homes and the Polish government’s political, military, and humanitarian commitments to Ukraine
Delivered a solemn reminder of the war’s losses to national leaders with blackened sunflowers that patrolled key locations in DC such as the Russian embassy, Senate and House office buildings, US Department of State, White House, Capitol Building, and Embassy Row on Massachusetts Avenue
Impact:
Achieved 79 million paid media impressions on social, display, YouTube, native, sponsored content, and New York broadcast and OOH
Sparked over 19,000 mentions throughout the Ukrainian Day of Unity, with a 438% increase in mentions over the prior week
Earned over 85 news stories in key outlets such as USA Today, Yahoo!, TimeOut, MSNBC, CBS, New York Times, Secret NYC, and more
