Heartfelt Gratitude
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Stories of courageous Ukrainian medics
The campaign
Heartfelt Gratitude is a public awareness campaign dedicated to Ukrainian medics, their work, and the people behind the medical response during the war.
Challenge
Ukrainian medics work under extraordinary conditions every day, but their stories and contributions need a stronger public voice. The challenge was to bring these stories to a wide audience, encourage people to express gratitude, and build sustained public attention around the project.
Solution
We built a multi-channel communications campaign that brought real stories of Ukrainian medics into the public space and encouraged Ukrainians to share their own messages of gratitude.
Content & storytelling
Developed and published stories about Ukrainian medics across the project’s communication channels, creating a human and relatable entry point into the campaign.
The campaign published 41 stories of Ukrainian medics.
Campaign film
Honouring the courage of Ukrainian medics
Campaign artwork
Stories behind every heartbeat
Stories
An invitation to express gratitude
Explore the stories
Public engagement
Gratitude becomes collective action
Opinion leader activation
Engaged 15 public figures, experts, artists, and government representatives with a combined audience of around 10 million people to share the project across their social media.
opinion leaders joined the campaign
combined audience of the participating opinion leaders
Community & business engagement
Launched a flash mob joined by 14 Ukrainian projects and businesses, including Silpo, Darnitsa, OLX, PROM, McDonald’s, COMFY and others.
- Silpo
- Darnitsa
- OLX
- PROM
- McDonald’s
- COMFY
Campaign distribution
Beyond digital
Combined digital, social, media, outdoor and radio communications to reach audiences across Ukraine.
Outdoor advertising
outdoor advertising boards
regions of Ukraine
Kyiv, Odesa, Kharkiv, Zaporizhzhia, Dnipro and Lviv. The campaign also appeared at five Kyiv metro stations.
Radio campaign
radio placements
radio stations
Hit FM, Radio Bayraktar, Radio ROKS, Kiss FM and Radio Relax.
Media outreach
media mentions
Ukrinform, Fakty, TSN, Ukrainska Pravda, ELLE, Bit.ua, Czech News, Global News Canada and others.
Campaign website
A home for the stories of courageous medics
The opening screen. Open the full design to explore the details.
Explore the full design
The opening of the story. Open the full design to explore the details.
Explore the full designResults
Gratitude that reached people
unique website visitors during the campaign period
views of the project video on YouTube
people reached through Facebook and Instagram
published stories of Ukrainian medics
media mentions
Ukrainian projects and businesses joined the flash mob
Ongoing public engagement
Encouraged people to use the project’s hashtags to tell their own stories and express gratitude, while the Ministry of Health continued the project beyond the initial campaign period.
Positive audience response: the campaign received very little negative feedback and was perceived positively by the audience.
This case shows how a human-centred public campaign can turn gratitude into collective action, bringing individual stories into the public conversation and giving people multiple ways to recognise the work of Ukrainian medics.
The project is an initiative of the Ministry of Health of Ukraine, implemented with the support from WHO and EU under the EU and WHO initiative on health system development in Ukraine.