CAMPAIGN NAME

Take care of your Froggu

CATEGORY

Best of Europe: Positive Change - Brand

CLIENTS

Nova Post, Come Back Alive Foundation

LEAD AGENCIES

BetterSvit, Media First Ukraine

CAMPAIGN DESCRIPTION

During the war in Ukraine, protecting the sky became one of the country’s greatest challenges. Every night, millions of Ukrainians faced the uncertainty of air attacks, while the Air Defense Forces needed additional resources and equipment to respond effectively.

Nova Post, one of Ukraine’s leading companies and a national brand trusted by millions, experienced the impact of the war alongside its customers.

Together with the Come Back Alive Foundation, one of Ukraine’s most trusted military support organisations, Nova Post launched the country’s largest fundraiser to strengthen air defence capabilities.

In a landscape crowded with donation appeals and growing war fatigue, the challenge was to cut through the noise and unite people around a clear, positive mission.

THE CHALLENGE

Since the beginning of Russia’s full-scale invasion, attacks from the sky have become one of the greatest threats to Ukrainian lives. Thousands of missiles have targeted the country, destroying homes and creating an urgent need to strengthen air defence capabilities.

While Ukraine had modern systems in many areas of everyday life, its air defence forces faced outdated technical equipment and limited communication tools, making it harder to respond quickly to evolving threats.

The Come Back Alive Foundation had identified a solution to modernise air defence communication, control, and targeting equipment, but the required funding was significant: UAH 330 million ($8.9 million).

Nova Post saw an opportunity to use its national reach and reputation to help solve this challenge. However, the campaign also had to overcome a wider obstacle: after months of war, donation fatigue was growing, with fundraising competing for attention in an increasingly crowded space.

The challenge was to unite Ukrainians around a clear and powerful goal: raising the resources needed to better protect the country’s sky.

STRATEGIC APPROACH AND EXECUTION

To make the fundraiser stand out in a crowded donation landscape, Nova Post identified the need for a powerful and recognisable symbol that could unite people and inspire hope. The solution was found in one of the brand’s most familiar assets: the Nova Post parcel box.

The campaign transformed Nova Post boxes into a symbol, a donation mechanism, and a media platform all at once. Limited-edition boxes were redesigned as Ukrainian homes - intact, protected, and full of life - representing the role of air defence in keeping communities safe.

Every parcel became an opportunity to contribute, with donations integrated into Nova Post’s existing services. Customers could support the fundraiser through multiple simple donation options, making participation as easy and accessible as sending a parcel.

With a limited media budget, the campaign focused on owned and earned channels, using the visibility of the boxes, PR, influencers, and public conversation to amplify the message. The campaign platform, “Pack the Sky – Boost Air Defense,” turned everyday deliveries into a collective action to protect Ukraine’s future.