Development of charity project identity

Work began with the development of the concept and style of the project. We held a brainstorming session to come up with a name and slogan. 

The name had to convey action, movement, and involvement in helping the military. Emphasize the joint activity of customers, businesses, and donors. That's why the agency chose “From Store to Position". The slogan “Washed. Recovered. Won” conveys a key message — each project participant helps restore the strength of our military by taking care of their comfort and hygiene.

The visual solutions include a winding line that resembles both the road the mobile army bath is traveling on, and the wave associated with water. A camouflage vehicle, water stains, images of showers and hygiene products also make it clear that this is a frontline life. The goal of the project is to involve customers of EVA stores in different cities of Ukraine in collecting hygiene products and funds for the creation of mobile bath and laundry complexes for the military.

All these visual and textual materials appeared in stores in 17 regions of Ukraine and on a separate page on EVA's website with detailed information about the project and an offer to donate on the Dignitas website.

UK comms experts also developed a media map, which indicated the topics and formats of materials to be published in national and regional media. The media map was adapted to the regions where the project is being implemented. In particular, it included relevant local media that were trusted in the region and with whom we had already cooperated. We offered a pool of bloggers and opinion leaders who could talk about the project on their social media pages.

After the launch of “From Store to Position” in EVA stores, the agency partially provides communication support for the project, including coordination of work with the media and bloggers.