Tachka na TROKachku: project for Territorial Defense Forces of Ukraine
To launch "from scratch" and communication support of the project named Tachka na TROKachku. The goal of the project is to repair 4,000 military trucks and transfer them to the frontlines.
The launch of this project became a real challenge for our agency. Firstly, it was a great responsibility, as the project had been specifically designed for the Territorial Defense Forces of the Armed Forces of Ukraine. Secondly, we lacked time, because the defenders at the front needed vehicles as soon as possible. So there were only 2 weeks to get the project launched. And thirdly, we had to start practically from scratch and with very limited resources.
We started by working on the general strategy of the project, after which we formed a communication strategy. Target audiences and key messages, communication channels were defined. In parallel, the visual style of the project was developed and approved. We also compiled a media map, developed technical specifications for creating a website, and launched pages in social networks. We also prepared project presentations for various target audiences, accompanied the production of video and photo content, worked with project speakers and key stakeholders, prepared a press briefing for the official launch of the project (communication with media, press announcements, mailings).
On the day of the project's launch, representatives of television, online newspapers and other mass media were invited to the site (it was the territory of one of the service stations where cars are being repaired), and additional photo and video materials were distributed about the repair process and what we have as a result. We provided the media with key materials and ensured the presence of competent speakers – representatives of the military command, co-founders of the project and mechanics.
The launch of the Tachka na TROkachku project was covered by key Ukrainian TV channels, in particular, stories and live broadcasts appeared on 1+1, Inter, STB, Channel 24, Channel 5, Kyiv, We are Ukraine, Ukrainian Radio and other media. The co-founder of the project, Viktor Shevchenko, was also invited to talk about the project in the United News national telethon. The materials appeared in more than 100 mass media.
The international group of logistics companies ZAMMLER GROUP, the Regno company, the Trident Tribes and Spirit of America Worldwide charitable funds, the Alterra Group development company, and the Prom company joined the project to restore vehicles for the defenders of Ukraine. Donors and partners continue to join the project, in addition to direct donations, we regularly receive letters with offers of partnership and project support.
The Kalush Orchestra became the ambassadors of the project, and organized a fundraiser in support of Tachka na TROkachku on their Instagram page. The singer Alyona Alyona also joined, donating 250 thousand hryvnias.
The repair of 39 military trucks was started within a month of work.
The project has active social media pages. News, videos, and photos of vehicles under repair and after it regularly appear on Facebook, Instagram, and Twitter. We continue to provide external communication for the project and work alongside the communications specialists of the Territorial Defense Forces of Ukraine’s Armed Forces.
