dentsu Ukraine together with the Ministry of Defense of Ukraine and Mich Agency launched the information campaign “It's hard, but worth it”
The Ministry of Defense of Ukraine, communication group dentsu Ukraine, and creative agency Mich Agency launched a motivational information campaign designed to raise the spirit of Ukrainians in the war that has been lasting for ten months.
The multi-channel campaign "It's hard but worth it" started in mid-November with placement on digital platforms, on the radio, on the OOH channel, and since December 24 – on TV.
The key message of the Ministry of Defense is simple and powerful, with different forms, but with the same idea: no matter how difficult it is, it is worth continuing the fight. It is not only about the struggle on the battlefield but also about the important daily choices of Ukrainians. These choices keep their spirit, and they are part of national resilience:
- It is difficult to work when we are scattered around the world...
- It is difficult to care about your loved ones when there are minefields between you...
- It is difficult to build a new life when the house is destroyed...
- It is difficult to cover the back when your children are at the frontline...
It's hard, but it's worth it!
dentsu Ukraine has a long-term partnership with colleagues from the Mich Agency. In peacetime, we conducted dozens of effective commercial campaigns, and now with great enthusiasm, we joined the campaign "It's hard but worth it" on a volunteer basis.
dentsu Ukraine expresses its gratitude to all partners – TV channels, online resources, radio stations, and outdoor advertising operators, who approved the decision to provide free inventory for the campaign implementation.