ADVERTISING

Dostupno.UA

From the fight for freedom to the fight for inclusivity

Agency: linza agency

Description

linza agency, together with the NGO "Dostupno.UA" has developed a social project to support people affected by the war. It marked the beginning of an informational and motivational campaign within the IREX veterans' reintegration program.

The project aimed to motivate individuals, who have become disabled as a result of war, to reintegrate into active social life despite the challenges associated with disability. It aimed to provide them with psychological support as well as relevant and clear information to help them cope with these challenges, including document processing, rehabilitation, employment, and more.

Not everyone has the opportunity to undergo rehabilitation abroad or even access information about their disability. The main message of this campaign was to convey the idea that disability is not a sentence. It was important to showcase real-life examples of people who continue to live life to the fullest.

That's why, with the participation of Oleksandr Budko, we created three informational and educational videos about the rehabilitation of individuals with musculoskeletal injuries.

“There is nothing more challenging than portraying a documentary story because it doesn't follow any rules; you can only observe and explore. That's why our goal was to depict the journey of a person who, despite losing their legs, has achieved much more and has learned to live with it. They will serve as an example of resilience for others who face similar challenges and understand those who overcome this path,” says Natalia Dzhura, director of linza agency.

Additionally, a campaign social poster with a QR-code directing to the video creation was placed in public spaces.

“This topic carries tremendous significance in today's realities, so effectively communicating with the audience was crucial. We understood the need to establish a connection with each individual and convey to them the importance of supporting those affected by war. To achieve our goal, we utilized various communication channels such as media, social networks, email newsletters, collaborations with relevant thought leaders who have influence over their audience, and we also employed outdoor advertising. Our team worked diligently to make the information clear, understandable, and accessible to everyone,” says Izabella Aronson, head of the PR department at linza agency.

Through the viewer's empathy towards the main character, we aim to draw society's attention to an important social group of individuals who have been injured or lost limbs during the war. This group of people is vulnerable and requires a societal hero who would openly share their journey leading up to the war, during the conflict, and the moment of injury. It is a call to action, emphasizing that society cannot overlook such individuals. Unfortunately, during the Russian aggression, the number of people with disabilities has increased. Sharing these stories is a way to bring attention to a broader issue affecting all Ukrainians.

"People returning from the front will need support, at least in the basic needs of active social life. We want to achieve maximum coverage so that veterans and other individuals affected by the war, as well as their families, would have full awareness of how to act and where to seek support related to disability. The main thing is to show them positive examples that life continues and can be enjoyed to the fullest," said Dmytro Shchebetiuk, founder of the NGO Dostupno.UA and the project's ideological inspirer.

Our task is to ensure a comfortable life for veterans when they return home. We cannot allow them to be demotivated and lose faith in their future.

“Life after injury exists, and it can be whatever you want it to be! Through the of Teren’s story, we wanted to show other veterans that they are full members of society, and that there are numerous organizations and centers that help them adapt and find themselves in a new reality,” said Les Yakymchuk, Creative Lead of linza agency.

Campaign results:
Total coverage of the information and motivational campaign for individuals affected by war: 10,085,712+ people.

This professional campaign titled 'From the fight for freedom to the fight for inclusivity' was published in Ukraine in May, 2023. It was created for the brand: Dostupno.UA, by ad agency: linza agency. This Digital, Film, and OOH Outdoor media campaign is related to the Media, Other, and Public Interest industries and contains 1 media asset. It was submitted about 1 year ago.

Credits

Ira Shostak — CEO & Marketing lead, linza agency;
Les Yakymchuk — Creative Lead, linza agency;
Daria Sinelnikova — Producer, linza agency;
Olena Zenchenko — Art Director, linza agency;
Mykhailo Komarov — Creative Copywriter, linza agency;
Izabella Aronson — Head of PR, linza agency;
Anna Sovshchak — PR Manager, linza agency;
Anna Tymoshenko — PR Manager, linza agency;
Yulia Plevako — Animation, linza agency;
Mykhailo Myronenko — Sound Designer, linza agency;
Natalia Dzhura — Director, linza agency;
Mykhailo Sukhomlyn — Camera Operator, linza agency;
Mykhailo Myronenko — Operator, linza agency;
Vsevolod Priakhin — Line Producer;
Pavlo Koval and Ihor Starchenko — Sound Engineers;
Kateryna Marushynets — Editorial Director, linza agency;
Mykhailo Sukhomlyn — Color Correction, linza agency;
Pavlo Koval — Sound Designer, linza agency.

Dostupno.UA:
Dmytro Shchebetiuk — Ideological inspirer of the project;
Nataliia Parkhytko — Deputy Head of the organization.

IREX — project partner.

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