RESCUE NOW UA

A charity project in extreme conditions for two audiences

#strategy #smm #creative #insta #content #design #copywriting #influencers #tiktok #facebook #twitter #patreon #pr #motion #targeting #posting #everything

Divchata became the heart and the brain of the fund’s marketing and communication for four months and our creative director became a marketing director. We did a good job for a great cause:

It is believed that war is not a “girly” thing. In fact, war is a thing of no human being. But if we are already in it, we have to showcase our strengths.

So, we took it upon ourselves to rescue and help others. And in extreme conditions, we provided marketing, SMM and advertising services for the Rescue Now charity project.

On February 24, the war began in Ukraine. From the first minutes of the war and for the next several months, Kharkiv, the country’s second largest city located near the border with Russia, was under shelling and bombardment. Only two days after that, on February 26, the Rescue Now volunteer project was founded.

Its participants started evacuating Kharkiv residents to safer places and bringing humanitarian aid into the city. Over time, the project expanded significantly. As part of it, kitchens for preparing hot meals were opened, it became possible to help bedridden patients and the geography of evacuation expanded: the volunteers started taking people out of various cities in Donbass.

From a marketing standpoint, Rescue Now had to achieve the following results:

to inform people of the fund’s capabilities, encourage them to sign up for evacuation and ask for help;

to become a trusted entity that could help others make decisions based on its expert arguments and make people feel like they’re in good hands;

to establish a platform to announce urgent needs, look for volunteers, partners and friends;

to collect donations, because RescueNow is a volunteer initiative that operates on charitable contributions and spends more than UAH 150.000 per day. That’s why we needed to bring this money in urgently and on a regular basis.

A huge team was invited to work on the project. We started with ourselves: Divchata became a base for the marketing and SMM department. And then things took off: awesome illustrators, designers, copywriters and editors agreed to volunteer for the project:

Copywriters, editors and translators: Sonia Zubova, Iryna Tishchenko, Anastasiia Rodomanska, Karina Lytvynenko, Vira Semenova, Miriam Fabysh.

Іllustrators and designers: Anna Rafaliuk, Mariia Chernenko, Denys Litarenko, Lera Borysenko, Anastasiia Karas, Alisa Shaposhnykova, Alina Bohard, Tania Stefanova, Tetiana Pestova.

PR managers and targeting specialists: Dariia Hrishanova, Oleksandra Meleshko.

WE ENGAGE INFLUENCERS EN MASSE

In order to target a wide and diverse audience and make it loyal, we partner up with dozens of opinion leaders. We make joint posts, host charity lives and make integrations with bloggers, musicians, actors, gamers and photographers. We even got a repost from Metallica.

And it works. At the moment, Rescue Now is working with international and Ukrainian funds: UNICEF, USAID, Nova Ukraine, Razom for Ukraine, Silab Ukraine, JDS, Unchain, WJC, PDK. We targeted them and made deals with them. We are also the ones talking to them and covering our cooperation in posts.

We try to. Our own, because we work on this project as a large team of people from all over Ukraine and the world in the midst of war. We help our audience with this too, because we host frequent lives with psychotherapists and exude positivity and belief in the greater good.

In a short period of time, we’ve achieved substantial growth and reached wide audiences in various countries. Because of that, the fund receives donations from the USA, Australia, Germany, Morocco, Poland, Israel, Japan and other countries. Ultimately, we think that the most important results of our cooperation with Rescue Now are thousands of people who have been evacuated, fed and taken to safety.