The Russian-Ukrainian war broke and we immediately recognized the need to help the people of Ukraine in the best way we knew. We were the first PR firm with a female-only team to offer services to Spend with Ukraine pro-bono. We knew our work could tangibly change the lives of Ukrainians on the ground if we accomplished to amplify their plight with headlines. Our efforts paid off, culminating in posts from President Zelensky and stories in global outlets showing the world that PR can change lives.

When the Russian-Ukrainian war broke out, we understood how critical this time would be for many Ukrainian businesses. Our work directly impacted livelihoods on the ground in Ukraine during one of the toughest times in these entrepreneurs’ lives. We needed to carry out a complete communications strategy in the midst of a war, when sometimes even phone connections were impossible or the safety of our interviewees wasn’t guaranteed.

Our team laser focused on generating awareness for Spend with Ukraine. The end goal was to boost the country’s economy via deep messaging work, corporate communications and tactical pitching of decision-makers in media with global reach like Washington Post, Fast Company, and Inc. Recognizing the severity of the on-the-ground economic operations, we utilized our network to secure organic media coverage to drive purchase intent to the participating businesses which translated into Ukrainian jobs that were kept and economic growth from global sources.

As the war in Ukraine raged on, we were tapped to disseminate Spend with Ukraine’s vital message during a high-stakes time for all civilians and businesses in the war-torn territory. Our team developed a PR roadmap that delineated various press buckets and identified decision-makers in media that could tell the Ukrainians’ story beautifully, while driving purchase intent for the featured brands that needed economic support during these challenging times. The campaign encouraged consumers around the world to show their endorsement of Ukraine by spending with Ukrainian businesses to keep the economy booming. One of Ukraine’s most admirable strengths is their sense of unity in times of disaster. The companies involved wanted to show the world in a tangible way how this unity would win the war and save their country. Unifying under one banner achieved this sentiment. Armies win battles, but economies win wars.

Our messaging strategy honed in on the realities of running a business in the middle of a cruel war. The messaging we developed also gave audiences tangible ways to get involved. We surveyed our contacts and handpicked journalists that could tell these brave Ukrainians’ stories beautifully to consumers worldwide. This took us inside bunkers and to interviews during bomb threats. We did all of this while taking care to convey that Ukrainians weren't looking for pity or a handout, they were open for business and fighting hard to keep a semblance of normalcy. The initiative aimed to show the world a very different Ukraine than it was viewing in recent media coverage, through the lens of incredible, ingenious, and hopeful individuals keeping the economy alive.

To generate awareness for Spend with Ukraine as soon as the war broke out, we used proprietary method (Immerse, Ideate, Implement) to develop a high-yield PR roadmap. We first immersed ourselves in the country’s DNA and its current climate, learning the importance of Spend with Ukraine’s mission and how critical this time would be for many Ukrainian entrepreneurs. We then ideated a plan that included creative pitch angles and hard news targets for the 200+ companies involved. To implement, our team strategically spoke with breaking news editors and marketing and advertising trade magazines. We quickly identified niche lanes for every type of business participating, and pitched to those genres accordingly. Once interest was secured, we coordinated between timezones and against hurdles like bombings to lock in interviews so that a global audience could learn firsthand accounts of the ongoing situation and be encouraged to spend with Ukraine.

With a global approach for our PR efforts, the campaign delivered tangible ways for consumers worldwide to show their support without the need for “pity” (a word used and owned by Ukrainians during the campaign). This global approach didn’t limit the target audience, but rather opened the door to the widest audience possible so that purchase intent could happen amongst consumers who digested the news worldwide. Over 200 businesses were included within the Spend with Ukraine roster, and the variety allowed for diverse consumer and business coverage.

As a result, we utilized our network of global contacts to create a supportive narrative for the Spend with Ukraine campaign with over 22 billion media impressions.

Working with an on-staff writer at Inc. Magazine, one of the premier destinations for business leaders to consume news, our team debuted the launch of the campaign, featuring an interview with the designers and developers of Spend with Ukraine, O0 Design. Our team also worked with the reporters at Campaign US around the marketing push, as well as The Washington Post and Fast Company for in-depth stories of firsthand accounts of being a business owner in Ukraine, and the challenges they were facing daily. Other coverage included fashion-focused stories on outlets like The Guardian and industry trade Women’s Wear Daily who featured the Ukrainian fashion brands. Thanks to our strategic media approach, another brand on the Spend with Ukraine Roser called Petcube was featured in Glamour, CNN, NBC News, Buzzfeed, Mashable and many others.

Russia’s attacks on Ukraine have evolved into a violent and merciless war on Ukrainian people and their way of life. The invasion that began just over a year ago in February 2022 has since ripped the country apart, destroying lives, families, communities, businesses, and homes. Spend with Ukraine’s founders Yaroslav Azhnyuk and Andrey Klen believe in the purchasing power of individuals in assisting the Ukrainian people and the country’s economy during the war times. The simplicity of the idea is essential to both its importance to the Ukrainian people: spend with Ukraine to stand with Ukraine. This investment creates demand and allows for a semblance of normality for those whose day to day have been encapsulated by the ravages of war.