Notice the Changes
BBC Media Action, in collaboration with the State Emergency Service of Ukraine (SES), rolled out a nationwide campaign to raise awareness about landmine and explosive hazards. The initiative is part of the United Nations Development Programme (UNDP) in Ukraine program, funded by the Government of Japan.
The campaign was launched and run by our team in partnership with TWO MORE ROWS Video Production. We were responsible for planning and implementing the communication strategy.
Challenge
Ukraine is the most heavily mined country in the world due to russia's full-scale invasion.
26%
of the country's territory — 156,000 km² — is potentially contaminated, according to SES.
673
civilians have been affected by landmines and explosive devices since the war began, with 297 fatalities.*
The campaign was aimed to reduce casualties by shifting public behavior — helping people recognize hidden dangers and react correctly.
*as of June 2024
Solution
“Notice the changes”
We designed a multi-channel communication strategy based on in-depth analysis of previous awareness efforts. The campaign centered around the call to action “Notice the changes” urging people to stay alert to environmental shifts that may signal danger.
Visuals
One instinct to train: stop, notice, call 101.
Key campaign components
TV & Radio Ads
Video and audio ads aired on national channels — 1+1, STB, ICTV, Suspilne — plus regional TV and radio stations, with live interviews featuring SES experts on 1+1 and Ukrainian Radio.
Outdoor Advertising
Billboards and posters placed in mine-affected regions — where the message matters most.
Digital & Social Media
Targeted social campaigns engaging regional media and influencers — with support from Kalush, TNMK, Dmytro Komarov, Anton Tymoshenko, alyona alyona, Kurgan & Agregat, Misha Krupin and others.
Educational Series
A dedicated mine safety course featuring SES specialists, available on Diia.Education.
PR & Strategic Partnerships
Video, audio and posters distributed through top Ukrainian brands: WOG gas stations, ATB — Ukraine's largest supermarket chain, ANC, Podorozhnyk & 911 pharmacies, Multiplex cinemas, Kurazh festival, Megogo streaming, Moyo electronics, Intercity trains, Administrative Service Centers and Diia Centers.
Impact & results
30M
total media impressions
6.5M
people engaged via outdoor advertising
1.9M
social media users reached
35M
ATB store visitors exposed to the campaign
500k
additional reach via Megogo streaming
132k
views of the educational series on Diia.Education
45+
media publications
900+
social media mentions
All achieved with a zero media budget.
By making mine safety awareness mainstream, the “Notice the changes” campaign is actively shaping safer behavior — helping people stop, stay cautious, and report hazards by calling 101.