task

Formation of a positive opinion about land reform and the private sale of land in Ukraine.
Formulating creative concept and an identity for the communication campaign.

solution

A strategic approach to communication on two levels:

emotional (a creative campaign: videos and key visuals for TV, OOH, and digital) — connecting the reform with easy-to-understand key messages about the values of the initiative. – something that stands out from the infoglut.
rational (a PR campaign — articles, interviews, infographics, TV broadcasts) — that explains the reform, and dispel myths and stereotypes.

results

A growing number of subscribers (25 500) to the land reform Facebook page and a wide coverage of users in this social network (12 000 000)
Writing information materials and publishing posts on social media
Published articles in national and regional medias (around 500) with overall reach 2 000 000
The organization of press conferences for government officials