Client

The Communication Center of the Executive Body of the Kyiv City Council is a municipal organization responsible for implementing information, social, and educational campaigns for residents of the capital. The organization focuses on raising public awareness of socially important issues, supporting social initiatives, and strengthening effective communication between the city and its community.

Challenge 
The key challenge was overcoming information fatigue among the population and attracting attention to socially important topics that often receive less visibility amid the ongoing wartime agenda. The objective was to ensure effective communication of complex and sensitive topics to a broad and diverse urban audience, while creating repeated exposure to key messages to increase awareness and drive behavioral change.

Strategy

A communication strategy was developed to promote socially significant initiatives, with a focus not only on reach but also on contact frequency and multichannel communication to strengthen awareness and engagement among target audiences. The campaign ensured broad reach and high contact frequency through outdoor advertising, radio, print materials, digital promotion, and Facebook Ads.

Geo & Audience
Parents, families with children, young audiences, socially engaged citizens, opinion leaders, journalists, and urban audiences actively consuming informational content.

Impact

The integrated approach delivered strong communication support for socially significant initiatives and increased the visibility of important public messages within the city’s information space. Through the synergy of outdoor, radio, and digital channels, the campaign achieved not only significant audience reach but also repeated exposure to key messages, strengthening awareness of socially important issues among core target audiences.

Result

Large-scale outdoor placement with OTS exceeding 10,000

  • Radio campaigns reached 1.02M+ listeners (Reach: 54.27%) 
  • Achieved 18.2M advertising contacts through radio channels 
  • High media placement efficiency: GRP 963.74 with an average frequency of 17.76 
  • Selected digital campaigns reached 400K+ users