Client

The Department of Public Communications of the Kyiv City State Administration is a structural division of the Kyiv City State Administration responsible for implementing the city’s information policy, public engagement, and supporting socially significant communication initiatives. As part of its activities, the department delivers awareness and recruitment campaigns in support of Ukraine’s Defense Forces and military units.

Challenge 
In the context of a prolonged war, intense competition for public attention, and growing societal fatigue around war-related topics, the key challenge was to ensure strong visibility for recruitment campaigns of Ukrainian military units and maintain sustained audience attention. The objective was to build trust, strengthen motivation, and encourage citizens to take meaningful action — either by supporting or joining Ukraine’s Defense Forces.

Strategy

A multichannel communication strategy was developed to support military units, with a focus on recruitment, campaign awareness, and strengthening public engagement. The campaign ensured comprehensive audience coverage through outdoor advertising, radio, print materials, digital promotion, and Facebook & Instagram Ads. Communication effectiveness was enhanced through repeated exposure to key messages across both online and offline channels.

Geo & Audience 
Potential recruits, active civic audiences, military families, and Ukrainians supporting Ukraine’s Defense Forces.

Impact

The campaign significantly increased the visibility of recruitment initiatives for Ukrainian military units and strengthened public support for Ukraine’s Defense Forces. Through multichannel communication, the campaign maintained consistent audience attention, increased citizen motivation to engage with recruitment initiatives, and delivered measurable behavioral impact: during selected campaigns, recruitment numbers for military units increased by an average of 18%.

Result
  • Outdoor placement performance (OTS): 11,000+ 
  • Radio campaigns reached 1.03M+ listeners (Reach: 54.7%) 
  • High media placement efficiency achieved: GRP 1181 with an average frequency of 21.59 
  • Selected digital campaigns reached 480K+ users