We joined the War bonds project led by Ministry of finances in March 2022. Ukraine’s army and economy drastically needed finances to successfully repel the russian invasion.
The task was to engage the citizens of Ukraine – who never had any investment experience – into buying war bonds. We conducted research, watched hundreds witness videos, internet publications and came to a conclusion that Ukrainians are fueled by the wrath and desire to cause russia a defeat. The revenge became a sort of a motive for the campaign, now any Ukrainian can channel their wrath by investing into the war bonds. Or into the russian defeat as the headline on all visuals says.
Around 40 bln hryvnas (1,3 bln USD approximately) were invested into the war bonds within the first month of campaign. The number of Ukrainians who bought the bonds set the new record in the history of Ukraine.
The project includes web platform bonds.gov.ua, video and visuals for digital campaign.