Kindness Backpack 2020. SOS Children’s Villages Ukrain
Our client, the SOS Children's Villages Ukraine international charity, is engaged in combating orphanhood and supporting families with children. Before the new school year, there was a traditional need to provide children with the necessary school supplies. 449 children did not have basic stationery, 292 children could go to school without backpacks. Our task was to propose a concept of a charity initiative to raise funds for these needs, and to ensure the spread of information in the mass media and social networks. At the same time, for obvious reasons, the option of any paid-for promo or media materials for attracting funds was not considered.
Our team suggested the idea and name of the charity initiative called Kindness Backpack, designed a visual for distribution on social networks, newsletters and letters to potential donors. We also prepared and released the materials for the mass media. In particular, we collected and processed the stories that could be of interest to the media. At the same time, we complied with all requirements for the confidentiality of personal data for ethical reasons.
One of our materials in the mass media was the article in the Ukrainska Pravda online newspaper called "Mission Impossible: How families living below the poverty line prepared for the new school year."
We have collected the most practical tips that are designed to help parents prepare their children for school, for the first time during COVID-19 quarantine.
We also organized a master class by Dmytro Horovenko who is a brand chef, restaurateur and ex-judge of the TV projects Master Chef and Master Chef. Children. The regional TV channel Pohlyad provided us with the informational support and broadcast the television story.
And already on September 1, in the morning program on UA: Suspilne TV channel, the national director of the organization, Serhiy Lukashov, told about the difficulties faced by children from vulnerable and foster families during the school year.
In all the materials, we urged to help children prepare for school and support the Kindness Backpack initiative. As a result, during the two months that the initiative lasted, the necessary amount of money had been raised to provide the children with backpacks and stationery sets.
