Volodymyr Zelenskyy’s charity United24 has unveiled a campaign for Ukraine to remind British people that the war-torn country still needs support amid Russia’s continued invasion.
According to Marketing Week, the tourism-style campaign was created with creative agency Pablo after research revealed that 50% of the UK is no longer worried about the Russian invasion of Ukraine.
While ‘Come To Ukraine: There’s So Much to Do’ intends to help raise funds for the charity, United24 also wants to highlight that one in three Brits are reportedly not planning to donate as they believe the UK government is doing enough in the way of support.
Featuring artwork by Ukrainian illustrator Antonio Firsik, who produced the posters from his home outside Kyiv, the vintage-looking travel ads at first appear to be inviting people to visit Kyiv, Kharkiv and Mariupol. However, upon further examination viewers can spot the devastation the war is causing.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
“Ukraine was a popular tourist attraction, with millions from all over the world coming to the cities depicted in these posters to enjoy breath-taking landscapes, authentic architecture, and welcoming residents. The Russian invasion changed that,” United24 platform coordinator, Yaroslava Gres, said.
“In Kharkiv, the invasion has destroyed over 11,397 sites, including private and residential buildings. Projects like this remind people that there is plenty to fight for here. We are infinitely grateful to everyone who supports us in this ordeal and right now we ask for help to rebuild our state. After we win, we will once again be that welcoming country everyone came to visit before.”
