Tasks:
- To increase the awareness of residents of 8 cities of Luhansk, 8 cities of Donetsk oblasts and the city of Kherson about the positive impact of decentralization and education reforms on people’s lives.
- To popularize the positive changes taking place in Ukraine among people living in territories not controlled by the Government of Ukraine, and to show the benefits of maintaining ties with Ukraine.
Solutions:
- Conducting quantitative sociological research before and after the campaign to measure the level of awareness.
- Development of three creative ideas for conducting a communication campaign, conducting qualitative sociological research for testing and choosing the best creative idea.
- Collection and verification of facts about the impact of reforms on each city in cooperation with local self-government bodies.
- Adaptation of creative campaign products to the data of each of the 17 cities: in each city, advertising products contained their own list of positive changes.
- Planning and conducting a campaign on outdoor advertising media and a campaign on Google and social networks YouTube, Facebook and Instagram using videos and banners of various formats.
Results:
- The campaign covered 18% of the Kherson population and 24% in the Donetsk and Luhansk regions – 13 million people, which is 4 times higher than planned.
- The campaign received 180 million views, which is 3 times more than expected.
- The percentage of people who associate changes with decentralization reforms in Kherson increased from 48% to 64%, in Donetsk and Luhansk regions from 59% to 67%. The share of association of changes in education with the reform also increased: in Kherson from 50% to 53%, in Donetsk and Luhansk regions from 55% to 61%.
Partners and beneficiaries:
The project was implemented with the support of USAID project “Democratic Governance in Eastern Ukraine” (DG East) in a partnership with Ministry of Development of Communities and Territories of Ukraine, Ministry of Education and Science of Ukraine, administrations of 17 cities in Donetsk and Luhansk oblasts and Kherson city.