ZMITSNENI

CHALLENGE

The war in Ukraine has created an unprecedented demand for rehabilitation: nearly 250,000 patients require recovery every year. That is more than the population of cities such as Ivano-Frankivsk or Ternopil. Beyond combat injuries, there is also 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:

information gap: people simply do not know that the state has already paid for their rehabilitation;

trust deficit: a deeply rooted belief that quality healthcare exists only in private clinics or abroad;

outdated perceptions: rehabilitation is often seen as passive treatment in a sanatorium (mud and magnets) instead of active, evidence-based work with a multidisciplinary medical team.

SOLUTION

We developed the transformation philosophy of “Zmitsneni”. The campaign’s key message is “When you can take a step toward an independent life.”

Strategic approaches:

No Stock: only real documentary photos of patients and doctors were used to build trust.

Barrier-free design: the visual language follows accessibility principles (fonts, colors) to ensure the message is clear and easy to perceive for everyone.

Multichannel communication across both online and offline environments.

Production of a documentary short video, designed not only to inform but also to inspire by showing the real recovery journeys of patients undergoing rehabilitation.

WERE IMPLEMENTED

A two-phase national communication campaign.

Cross-media integration: TV, radio, outdoor advertising, printed materials, digital channels, and PR.

Partnerships with influencers and brands.

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 audiences of 300,000+ followers (Oleksandr Pedan, Anita Lutsenko, Kostiantyn Liberov and others) helped bring the topic from medical offices into the digital conversation.

Social Media: 25 strategic posts addressing key patient questions (what to do if you are denied rehabilitation services, which expenses are covered by the National Health Service of Ukraine, how the patient rehabilitation pathway works)

PR & Strategic Partnerships

Ukrzaliznytsia: Campaign videos were broadcast every two hours on Intercity trains.

WOG: Videos were displayed on digital panels at 90+ gas stations across the country.

ANC Pharmacy Chain: Campaign videos were shown in 272 pharmacies nationwide.

Offline Communication Ecosystem

100 000+

More than 100,000 printed materials were distributed, including:

rehabilitation pathway maps
informational booklets for veterans
informational stands for medical institutions
practical guides for family doctors

IMPACT & RESULTS

The “Zmitsneni” 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.

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.

3.3M+

reach across the largest national Telegram news hubs

819K+

views of campaign materials on social media within two months

outdoor advertising placements (billboards and city lights) across Ukrainian cities

ZMITSNENI

CHALLENGE

Visuals

SOLUTION

WERE IMPLEMENTED