Ukrainian Institute

Postcards from Ukraine



Ukrainians launched the international campaign «Postcards from Ukraine», which showed the world the cultural monuments of Ukraine destroyed by Russia.

The context [painful]: Since 2014 russian army systematically destroys Ukrainian cultural heritage. During the full-scale war over 500 monuments of culture, architecture and religion were destroyed or seriously damaged.

The goal [important]: To talk about the fact that the targeted destruction of Ukrainian culture is a huge loss for the whole world. Because these cultural monuments convey the history not only of the Ukrainian people but also of the entire European civilization for more than 100 years

Some of the buildings survived the Mongol invasions in the 13th century, but were burned by rocket attacks.

Solutions [large and simple at the same time]:

1. We released postcards about the objects of the cultural heritage of Ukraine, each of which tells the story of a specific cultural monument.

Why postcards?

As we travel the world, we send postcards with pictures of cities. But this year postcards from Ukraine would look different. russia destroyed a significant part of our cultural memory, so now souvenirs tell completely different stories.

2. We created a series of videos with world and Ukrainian celebrities, who became the voices of destroyed buildings.

Why videos?

Video projections on broken buildings allowed macro-influencers to become the personification of cultural monuments and give voices to mutilated cities that were heard all over the world.

Ukrainian football player Andriy Yarmolenko became the voice of the destroyed stadium in Chernihiv. Soloist of the Kalush Orchestra band — House of Culture, Irpin, Kyiv region. DakhaBrakha  — Ascension Church, Lukashivka, Chernihiv region.  World-famous dancer Maksym Chmerkovskiy — Chernihiv regional youth centre.

So the already devastated monuments came to life again, and their stories were heard all over the world


100 postcards that tell the stories of destroyed buildings
Developed landing page with an interactive map
8 videos with Ukrainian and world celebrities
Project exhibitions held in more than Postal block in collaboration with «Ukrposhta»
200+ publications in media, including international
Stories and posts by influencers with a total reach of 960 000 views

During the promotion of the campaign, we actively used the function of joint posts and involved influencers in joint publishing, which made it possible to organically reach over 1 000 000 people

General coverage:

10 000 000 people

This professional campaign titled 'Postcards from Ukraine' was published in Ukraine in June, 2023. It was created for the brand: Ukrainian Institute, by ad agency: KYIFORNIA. This 360° medium campaign is related to the Public Interest, NGO industry and contains 2 media assets. It was submitted 3 months ago.


CEO: Kurova Yuliia
Creative Director: Yuriy Kurov
Account director: Olga Garnaga
Project manager: Olha Sachenko
Editor: Olha Dub
PR in Ukraine: Olga Syrotiuk
PR Worldwide: Olga Hnativ
Writer: Elizaveta Nevezhina
Copywriters: Uliana Koinichenko and Anzhela Osypova
Designers: Daryna Zgurovets and Tetiana Fuks

USAID Transformation Communications Activity in Ukraine (TCA):
Yuliia Kotova - Strategic Communications Director USAID Transformation Communications Activity in Ukraine (TCA)
Alisa Polishchuk - Communications Coordinator USAID Transformation Communications Activity in Ukraine (TCA)
Oksana Ilyasevych-Bogorodova - Strategic Communications Advisor USAID Transformation Communications Activity in Ukraine (TCA)

Ukrainian Institute Team:
General director: Volodymyr Sheyko
Deputy General Director: Alim Aliyev
Head of the communications department: Ksenia Kalina
Head of the department of analytical and research work and academic programs: Nadiya Koval
Leading analyst: Maryna Irisova
Communication manager for dealing with foreign media: Andrii Avramenko
Communication manager: Olena Makaeva

Adje production:
Director: Eugene Golovatenko
DP: Alex Stratienko
Executive Producer: Mykyta Kukoba
Producer: Marta Melnychuk
Producer asst: Natalie Bereza
Gaffer: Timofiy Geraschenko
1st AC: Oleksiy Pivovarovsky
Production Manager: Kostia Stetsenko
Admin: Slava Ivasyshen
Playback: Vitaly Fedotov, Oleksandr Sofin
Sound: Alex Pustarnakov
Post-production: Andrii Iholkin
Edit: Alex Legostaev


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