UNICEF Launches a Solidarity Campaign in Response to the COVID-19 Pandemic
The United Nations Children’s Fund (UNICEF) in Ukraine and its partners have launched a national solidarity campaign that will show Ukrainians the human face of the pandemic and encourage them to thank or support those who need this most now with a word or a deed (#підтримую_словом #підтримую_ділом).
At the beginning of the pandemic, UNICEF discovered that almost half of Ukrainians (40 per cent) are experiencing increased distrust and prejudice. In addition, almost half (44 per cent) considered certain citizens to be responsible for the spread of the virus. Three months have passed since the first case of coronavirus was confirmed in Ukraine, and today the COVID-19 pandemic has hundreds of thousands of human faces.
These are health and social workers, police officers and security guards, retail and delivery workers, community leaders and volunteers, people recovering from COVID-19 and their loved ones who supported them through the recovery process, elderly people cut off from their relatives during lockdown, families who lost their regular incomes and many others. All of them found themselves on the “frontline” of the COVID-19 pandemic in Ukraine.
“There is no doubt that every single one of us is a face of the pandemic. Some have been affected more than others. However, this pandemic is an experience that all of us are living through together, and now it is up to us to address its impact as one community. We call upon everyone to express solidarity with a word, for example by making a phone call to somebody they know who has just recovered from COVID-19, or with a deed, for instance by providing financial assistance to families in need through a local NGO,” said Lotta Sylwander, UNICEF Representative in Ukraine.
The creative concept of the campaign was developed by Vandog agency, and its implementation has already been supported by the Ministry of Culture and Information Policy, Ministry of Social Policy, the Ministry of Health, Ukrinform, Internews, the Gulliver shopping mall and others. Photography has been selected as the main communication tool of the campaign. Powerful photos of different faces have already started appearing on outdoor advertising platforms and building facades across Ukraine, as well as on social media. The portraits will come to life and the heroes of the campaign will be revealed on social networks, where people will be able to disseminate their stories of gratitude and help.
An unusual flashmob in the framework of the campaign (#підтримую_словом) is awaiting the customers of one supermarket chain. They will be asked to add their own handwritten words of support and gratitude on a postcard with the faces of the campaign heroes. Instagram users will also be able to say a personalized “thank you” to express their support in words and share how they are extending support through deeds using an interactive filter mask in Instagram Stories.
The campaign is implemented with the support of the United States Agency for International Development (USAID).
UNICEF promotes the rights and wellbeing of every child, in everything we do. Together with our partners, we work in 190 countries and territories to translate that commitment into practical action, focusing special effort on reaching the most vulnerable and excluded children, to the benefit of all children, everywhere.
For more information about UNICEF and its work for children, visit www.unicef.org.