Task

A year after the start of the full-scale war, in the spring of 2023, the number of animals in need of support from animal volunteers increased enormously. Many of the animals were injured and needed treatment and rehabilitation. But Ukrainians had fewer and fewer resources to donate even for military needs.

Ukrainian retail was also struggling to survive. The Fora supermarket network tried to rebuild the destroyed stores and open new ones, to keep the assortment, quality and positive emotions of its guests. And whenever possible, it supported social initiatives.

Fora decided to help raise money to start building a multifunctional animal centre for the Zoopatrol NGO. And it planned to do this together with its guests, so it was necessary to support this campaign with communication.

Details

We decided to use positive friendly emotions and a warm atmosphere. We did not ask the guests for money.

Bright images with animals in a friendly and playful manner invited people to have a coffee and clearly communicated the simple mechanics: 1 coffee equals 1 UAH to help animals.

From digital banners, posts on social media, videos in the subway near the supermarkets, and posters at the entrance, four-legged Ukrainians invited to Fora for a nice (in every sense) coffee. And inside the stores, they drew attention to the coffee point in every possible way: encouraged people to buy, thus donate, and thanked them for it.

The brightly coloured cups with the four-legged heroes were a distinct driver of the campaign. They raised awareness and inspired people not only to buy nice coffee, but also to share photos on social media.

In the end, over the two months of the campaign, more than UAH 1 million was raised – and this was without direct donations, just through deductions of UAH 1. And this was during a period of seasonal decline in coffee sales, which did not occur during the campaign.