Ministry of Foreign Affairs of Ukraine

Bickerstaff - creative agency *Lead Agency

On the 20th of January, the supply of Leopard2 tanks to Ukraine was rejected. So we challenged the media fatigue to change the minds and hearts of our European allies. Using hashtag mechanics and Instagram as our communication channel, we engaged directly with our audience and got the unexpected media response of 16M total reach. But most importantly, three days later we were given tanks.Surely the campaign wasn’t the only factor, but we’d still like to think that it was a significant one. ¦On the 20th of January the supply of Leopard 2 tanks to Ukraine was rejected. So we challenged the media fatigue to change the minds and hearts of our European allies. Using hashtag mechanics and Instagram as our communication channel, we engaged directly with our audience and got the unexpected media response of 16m total reach. But most importantly, three days later we were given tanks.Surely the campaign wasn’t the only factor, but we’d still like to think that it was a significant one.¦On the 20th of January, the supply of Leopard2 tanks to Ukraine was rejected. So we challenged the media fatigue to change the minds and hearts of our European allies. Using hashtag mechanics and Instagram as our communication channel, we engaged directly with our audience and got the unexpected media response of 16M total reach. But most importantly, three days later we were given tanks.Surely the campaign wasn’t the only factor, but we’d still like to think that it was a significant one.