We Have to Live Here
Fundraising project
Mines are
one of the deepest scars war leaves behind
one of the deepest scars war leaves behind
About 30% of the country is mined. That’s over 10 million people living under constant threat. And thousands who can’t go home because of it. Experts say this problem will last for decades
Time to act, we thought,
along with Kyivstar and the Come Back Alive foundation.
And we created a big fundraising project,
“We Have to Live Here”. The goal: raise UAH 175 million
and equip 146 engineer and demining units of the Armed Forces of Ukraine.
It’s a long-term project,
so the communication had to be complex.
So we built a multi-layered campaign with its own identity, landing page and unconventional media solutions. We also brought in celebrities
and even shot a music video.
“We Have to Live Here”. The goal: raise UAH 175 million
and equip 146 engineer and demining units of the Armed Forces of Ukraine.
It’s a long-term project,
so the communication had to be complex.
So we built a multi-layered campaign with its own identity, landing page and unconventional media solutions. We also brought in celebrities
and even shot a music video.
FIRST, THE TEASER
Since the full-scale war began, Kyivstar has been telling stories of everyday heroism: volunteers, network engineers and ordinary donors. We continued this line and told the story of people who do so much and get talked about so little: our brave deminers. We shot a pre-launch video where a real commander of a demining team, Junior Sergeant Yuliia “Romashka”, announces a big project.
NEXT: CELEBRITIES
To get more attention, we brought in Sviatoslav Vakarchuk and Okean Elzy.
Sviatoslav became the voice of the project, and that brought it closer to people. He’s equally familiar to soldiers and civilians, to Ukrainians at home and abroad.
AND THEN, THE MUSIC VIDEO
To stand out among other fundraisers, we used an unusual tool: a music video.
Remember the song “Home”? Now that people can’t return to their homes, it means something completely new. So we made a remake of this hit.
The music video tells the story of a young woman who chose an unusual path: she became a deminer to clear her hometown and make it safe for everyone who, like her, wants to come home.
The music video worked both as a media carrier for the initiative and as a fundraising tool, thanks to monetization on the platforms.
The music video tells the story of a young woman who chose an unusual path: she became a deminer to clear her hometown and make it safe for everyone who, like her, wants to come home.
The music video worked both as a media carrier for the initiative and as a fundraising tool, thanks to monetization on the platforms.
THE THING THAT HOLDS IT ALL TOGETHER: IDENTITY
“We Have to Live Here” is a truly big project.
It has tons of different materials:
a music video, a video ad, key visuals, a landing page, digital.
And to tie it all together,
you need a flexible visual identity.
We built the identity on a before/after device: what we have now and what we’re aiming for. Now: minefields. Our goal: fields of chamomile. And we’re doing everything to make it happen as fast as possible.
The core design elements work equally well as texture, animation, a standalone key visual and, of course, as the project’s logo.
It has tons of different materials:
a music video, a video ad, key visuals, a landing page, digital.
And to tie it all together,
you need a flexible visual identity.
We built the identity on a before/after device: what we have now and what we’re aiming for. Now: minefields. Our goal: fields of chamomile. And we’re doing everything to make it happen as fast as possible.
The core design elements work equally well as texture, animation, a standalone key visual and, of course, as the project’s logo.
results
1 million views,
50K likes
50K likes
101 engineer and demining
units will get vehicles
and equipment
units will get vehicles
and equipment
nearly UAH 121 million raised
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