Zmitsneni
The National Health Service of Ukraine, in partnership with the Ministry of Health of Ukraine and the Ministry for Veterans Affairs of Ukraine, and with the support of the Rehab4U project, launched a national information campaign about access to free rehabilitation services.
Our task was to fill the information space with practical guidance and explain to every Ukrainian how, where, and under what conditions they can receive high-quality, evidence-based rehabilitation free of charge.
Challenge
250 000
patients require recovery every year — more than the population of cities such as Ivano-Frankivsk or Ternopil. Beyond combat injuries, there is a critical need for recovery after strokes, complex surgeries, and congenital conditions.
The main challenge was a barrier between the state healthcare system and patients, built on three key issues:
Solution
“When you can take a step toward an independent life”
We developed the transformation philosophy of “Zmitsneni” — strengthened. Four strategic approaches carried it:
Film
The recovery journey, told by the people living it.
Audio spots
Three radio spots aired on national stations — each a first-person story.
A Veteran's Story
0:00
History of Stroke
0:00
Rehabilitation Team
0:00
Visuals
Real patients, real doctors — a visual language built on documentary honesty and barrier-free legibility.
Key campaign components
National Media — TV & Radio
600+
broadcasts of the campaign video on national and regional channels, including Suspilne and Pershyi, with a slot in the national telethon.
450+
radio airings of three audio spots on stations including Armia FM, Avto Radio, and Pyatnica.
Digital & Influencers
- Stories of strength: a series of interviews with real patients and rehabilitation specialists.
- Trust lobbying: top influencers with total audiences of 3.7M+ followers — Oleksandr Pedan, Anita Lutsenko, Kostiantyn Liberov and others — brought the topic from medical offices into the digital conversation.
- 25 strategic social posts answering key patient questions: what to do if you are denied rehabilitation services, which expenses the National Health Service covers, how the patient rehabilitation pathway works.
PR & Strategic Partnerships
- Ukrzaliznytsia: campaign videos broadcast every two hours on Intercity trains.
- WOG: videos displayed on digital panels at 90+ gas stations across the country.
- ANC pharmacy chain: campaign videos shown in 272 pharmacies nationwide.
Offline Communication Ecosystem
100 000+
printed materials distributed: rehabilitation pathway maps, informational booklets for veterans, stands for medical institutions, and practical guides for family doctors.
Impact & results
The campaign turned the helpline 1677 into a clear reference point for anyone searching for a path to recovery — transforming a government service into a real opportunity to regain independence.
7M+
the campaign's total reach
3.3M+
reach across the largest national Telegram news hubs
65
outdoor advertising placements — billboards and city lights — across Ukrainian cities
This media product is made possible by the generous support of the American people through the United States Government. The contents are the responsibility of Momentum Wheels for Humanity and do not necessarily reflect the views of the United States Government.