#BraveKidsUkraine campaign to provide psychological support to children
Create and launch a psychological support project for children in shelters during air raid alerts.
The client asked us to distribute three videos with words of support for Ukrainian children from British and American celebrities (including actor Stephen Fry). But we suggested turning this into a full-fledged psychological support project by creating a series of similar videos from Ukrainian famous people. After all, children are closer to those they listen to, follow on social media, and see on TV.
To make the project truly effective and safe, we invited a well-known psychologist Svitlana Royz to supervise the initiative.
For the #BraveKidsUkraine project, we:
- Generated English and Ukrainian names that emphasize the bravery and coolness of Ukrainian children.
- From scratch, we developed a corporate identity in a light “cartoon” style with bright but restrained colors that evoke pleasant associations: yellow — with the sun, blue — with the sky and freedom, green — with grass and spring, and red, of course, is the color of love.
- Created a website
- We launched Instagram, the most popular social media platform among children and teenagers.
- Launched TikTok, the most popular social media platform among children and teenagers.
- Conducted a preliminary poll of parents and teachers to understand which famous people children listen to and watch, and what gadgets they take with them to the shelter during alerts.
- We designed and manufactured branded products. We chose the items that would be especially useful in the shelter - warm blankets, pillows, power banks, water bottles, anti-stress toys, etc.
- We organized a meeting of the stars with children in an air raid shelter in a Kyiv school. The children were visited by Kylymman from the Kalush Orchestra, YouTuber Auntie PANDA, and Tumazar, a popular teenage TikToker.
- The project was supported by publications in the media, including foreign ones.
But most importantly, we found an approach to famous Ukrainian musicians, bloggers, writers, singers, TV presenters, athletes, and many others and invited them to participate in the project.
- The project team studied the star's biography, personality traits, and habits, and created an individual video script adapted to a specific person.
- Each scenario included a practice of psychologist Svitlana Royz. The practice was chosen to be the one that would be best suited in a particular case and perceived organically from the opinion leader.
Schoolchildren in Chernivtsi region do an exercise taught by Jamala, a participant of the #BraveKidsUkraine project
EXAMPLE OF A PROJECT GUEST VIDEO
40 famous persons and groups supported the #BraveKidsUkraine campaign, including volunteer and TV presenter Serhiy Prytula, Minister of Education and Science of Ukraine Oksen Lisovyi, Kalush Orchestra, singers Jamala, Alyona Alyona, Yulia Sanina, writers Irena Karpa and Serhiy Zhadan, veteran Oleksandr Teren Budko, and others.
The reach on social media and the project's website has exceeded 1,500,000.
The project was covered 80 times in Ukrainian and European media.
17,000 Ukrainian children potentially watched the campaign videos. They completed tasks of the stars, participated in contests, and then shared their impressions in the comments with their parents.
The campaign was included in the crUAtivity digest of the best projects by Ukrainian creative agencies, which is distributed to the international professional community.
The Ministry of Education and Science of Ukraine has officially recommended the campaign video for schools to watch.
The #BraveKidsUkraine hashtag on Facebook has received about 100 posts, including from schools, kindergartens, and libraries. Teachers and children watched videos by opinion leaders, did exercises, and shared their impressions.
