We breathe it in

The challenge

To make every Ukrainian aware of the dangers and seriousness of healthconsequences of dry wood and leaves burning.
Increase knowledge about alternative methods of dry disposal and mostimportantly - increase their use

The results
In one wave of the campaign, we raised the use of individual composting (eco-alternatives to incineration) from 6% to 50.1%. According to our data, 42% ofthose who stopped using the incineration method stopped doing so after seeingthe advertisement. About 62% of proactive communities report a reduction inincineration.
- from 60.3% to 69.2% the level of knowledge about alternative disposalmethods increased;
- 81.8% began to consider dry burning very or rather important.

The solution

We are conducting an educational campaign focusing on harm to humanhealth. We are talking about damage on behalf of the most vulnerable victims -grandchildren. After all, grandchildren are sacred! We choose a non-standardcreative form of horror. And the main thing is that we are not just scaring with achildren's call, but we are proposing a solution: we call for composting.
Our ecosystem consisted of:
- TV promo
- Digital promo
- OOH
- Radio (cover of a folk song, adapted to the call not to burn dry woods andleaves)
And in addition - the partnership with theMegogoplatform, on which welaunched a fake "video trailer" for a horror film about burning dry woods andleaves.