YALTA EUROPEAN STRATEGY

Communication for an international discussion platform

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Yalta European Strategy (YES) is a leading platform where Ukraine’s European future is discussed in a global context. The project was launched in 2004, when entrepreneur and philanthropist Victor Pinchuk invited world leaders to discuss the future of Ukraine and the EU. The Ukraine-World dialogue has been going on for 17 years now, with world leaders from various fields joining it. In August 2021, Divchata joined the project.

To come up with a tone of voice for an event of international importance held in Kyiv: YESBrainstorming. To create its brand on social media. To tell the world about the event and its history and to highlight the key thoughts. To draw the audience’s attention to humankind's most urgent problems. And most importantly, to provide SMM support for the event.

Divchata dove straight into political marketing: we got acquainted with YES, its history and gimmicks. 

Our designers created a design system and our copywriters came up with a tone of voice for its social media pages. We created content that was easy to digest but straight to the point. We chose minimalism: neat design, beautiful elements and sophisticated colors.

The same went for the texts: short sentences, straightforward posts and understandable words.

On social media, YES had a voice of a friendly expert: it conveyed important things with simple words, so that both a student and a member of parliament could understand it. This is how Divchata handled communication for YESBrainstorming, a new format of YES meetings, in September 2021.

Currently, YES communicates on YouTube, Instagram and Facebook in Ukrainian and English. It speaks with quotes from discussions, summaries from speeches and panels, videos from events and news about Ukraine’s European vector from the platform’s speakers. Divchata created various content formats; art became a separate vector.

Each YES event is accompanied by works of contemporary art that enhance the event’s theme. Thus, art became a separate channel in the project’s digital communication. We talk about artists and their works that can help explore a new reality, national identity, cultural and political processes.

Look social networks YES

Divchata wrapped all this beauty into appealing creatives for ad campaigns that were launched into a microcosm of targeted ads.

These creatives worked, people joined and the YES digital community was formed. A community for digital diplomacy, because the internet is a place for discussions, networking and finding solutions.

Divchata created a brand for YES on social networks! We handled all communication for the YESBrainstorming event in September 2021 there and provided SMM escort for the Ukrainian Lunch in Munich in February 2022. From event to event, we continued to develop social media platforms, come up with creatives and grow the audience. We took on all digital-related issues: from posts and stories to ad campaigns on social networks.