Support for Ukrainian zoos during war
TASK
To spread the word that the online payment service Portmone has launched a landing page where you can donate to zoos and animal shelters. To draw attention to the problems of zoos and the need to support them. And to create a positive image of the company itself across the Ukrainian financial services market.
STAGES OF IMPLEMENTATION
Having the landing page ready, we developed a strategy for spreading information about it without any spending. We decided to go two ways — first to contact bloggers, celebrities, and opinion leaders. And then to contact national and local mass media.
In order to communicate with bloggers, a visual was necessary. So we've created several illustrations for posting and stories to choose from. We began to distribute these illustrations together with the description of the project among Ukrainian celebrities. Our appeal was supported by actress Olha Sumska, presenters Ihor Kondratyuk, Olha Hrytsyk, Lada Tesfaye, Yulia Yanchar, singers Taras Topolya and Laura Marti, presenter and musician Mykola Serga.
In the meantime, we contacted the zoos, asking about the current situation and their needs. Next, press releases were prepared for media distribution. We wrote several versions of texts for the national and local media. We chose the tactic of a spot placement — that is sending to the local media an adapting the press release with the local zoo story. For example, material on the Mykolaiv Zoo was suggested to the sites of Mykolaiv and the region.
RESULT
Ten different media published the material. Two of them were publications of national level (Liga and Den), another two publications appeared in specialized media: DOU (IT-industry) and Ecopolitics (environmental issues). And six stories were published by regional media in Kyiv, Cherkasy, Mykolaiv, Kryvyi Rih. The media coverage was free, all the sites gave a link to the project and mentioned the Portmone company. And within a week since the start of our information campaign, we managed to raise 417,000 hryvnias for Ukrainian zoos.
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