Client

The Ministry of Finance of Ukraine is the central executive authority responsible for shaping and implementing the country’s financial policy, managing public finances, and supporting the development of Ukraine’s financial system. Following the start of the full-scale invasion, the Ministry launched the War Bonds program as a financial instrument to raise funds for strengthening national defense and maintaining economic stability.

Challenge 
At the beginning of the full-scale invasion, Ukraine required additional funding to support national defense and economic stability. At the same time, war bonds were a new and largely unfamiliar financial instrument for most citizens. The key challenge was to transform Ukrainians’ emotional willingness to support the country into concrete financial action and foster a new investment culture during wartime.

WAR BONDS
Strategy

A behavior-change strategy was developed to transform Ukrainians’ emotional desire to support the country into concrete financial action — investing in war bonds. A strong creative platform, branding, and an informational website were developed to simplify the perception of this complex financial instrument. Communication effectiveness was strengthened through the integration of emotional messaging, educational content, and digital audience engagement channels.

Geo & Audience 
Ukraine (excluding active combat zones). Adult citizens of Ukraine, potential investors, small and medium-sized business representatives, and Ukrainians willing to support the country’s military and economy during wartime.

Impact

The campaign helped give war bonds a clear public purpose and transformed a financial instrument into an effective mechanism for supporting the state during wartime. Through the combination of emotional communication and performance marketing, the campaign delivered large-scale reach, strong audience engagement, and strengthened investment culture among Ukrainians.

Result
  • Created a national communication platform for promoting war bonds 
  • Developed branding and the informational website bonds.gov.ua 
  • Delivered 10.59M+ ad impressions 
  • Generated 80K+ clicks through Google Search, Google Display, and Facebook Ads 
  • Established a new public perception of war bonds as a tool for personal contribution to supporting the state 
  • Over UAH 100 billion was invested in war bonds during the campaign period