ВВС Media Action

BBC

BBC Media Action, in collaboration with the State Emergency Service of Ukraine (SES), rolled out a nationwide campaign to raise awareness about landmine and explosive hazards. The initiative is part of the United Nations Development Programme (UNDP) in Ukraine program, funded by the Government of Japan.

The campaign was launched and run by our team in partnership with TWO MORE ROWS Video Production. We were responsible for planning and implementing the communication strategy.

Communication Campaign

Challenge

Ukraine is the most heavily mined country in the world due to russia’s full-scale invasion.

According to SES, 26% of the country’s territory (156,000 km²) is potentially contaminated. Since the war began, 673 civilians have been affected by landmines and explosive devices, with 297 fatalities.*

So the campaign was aimed to reduce casualties by shifting public behavior, helping people recognize hidden dangers and react correctly.

*as of June 2024

Solution

We designed a multi-channel communication strategy based on in-depth analysis of previous awareness efforts. The campaign centered around the call to action "Notice the Changes" («Помічай зміни»), urging people to stay alert to environmental shifts that may signal danger.

Were implemented

Two-phase communication campaign

Cross-platform integration: TV, radio, outdoor, digital, PR

Influencer & brand partnerships

Key campaign components

TV & Radio Ads

Video & audio ads aired on national (1+1, STB, ICTV, Suspilne) and regional TV channels & radio stations

Live interviews

With SES experts on 1+1 and Ukrainian Radio

Outdoor Advertising

Billboards & posters placed in mine-affected regions

Digital & Social Media

Targeted campaigns on social media, engaging regional media & influencers. Support from Kalush, TNMK, Dmytro Komarov, Anton Tymoshenko, Alyona Alyona, Kurgan & Agregat, Misha Krupin & others

Educational Series

A dedicated mine safety course featuring SES specialists, available on Diia.Education

PR & Strategic Partnership

Distribution of video, audio ads & posters through top Ukrainian brands: WOG gas stations, ATB (Ukraine’s largest supermarket chain), ANC, Podorozhnyk & 911 pharmacies, Multiplex cinemas, Kurazh festival, Megogo streaming platform, Moyo electronics, Intercity trains, Administrative Service Centers (ЦНАПи) & Diia Centers

Impact & Results

45+

media publications

900+

social media mentions

30 million

total media impressions

1.9 million

social media users reached

6.5 million

people engaged via outdoor advertising

132k

views of the educational series on Diia.Education

35 million

ATB store visitors exposed to the campaign

500k

additional reach via Megogo streaming

All achieved with a zero media budget

By making mine safety awareness mainstream, the "Notice the Changes" campaign is actively shaping safer behavior, helping people stop, stay cautious, and report hazards by calling 101