WHEN LIFE GIVES YOU FASHION ADVICE, TURN IT INTO SAVED LIVES
Summary: As global attention to Ukraine waned in 2025, a political scandal in the Oval Office sparked a surge of online solidarity. UNITED24 responded within hours, launching a social-first campaign around president Zelenskyy’s viral quote: “I’ll wear a costume when the war is over.” In 10 days, 7,000+ donations raised €869,351—nearly 70% of the €1.28M goal for armored medevacs—with Europe contributing €228,281.
The campaign cut the expected fundraising period from 3 months to less than 3 weeks and ultimately exceeded its goal, turning outrage into impact.
Lead Agency(s): HyperNormal
Contributing Agency(s): Ministry of Health of Ukraine, UNITED24 media, Ministry of Digital Transformation of Ukraine
Client / Brand: UNITED24 / UNITED24 Medevac
Effie Award(s): Gold
