The FCB MA Ukraine advertising agency has created an advertising campaign for the United Nations Office in Ukraine in celebration of the organization’s 60th anniversary.
The FCB MA Ukraine advertising agency has created an advertising campaign for the United Nations Office in Ukraine in celebration of the organization’s 60th anniversary.

The United Nations Summit of World Leaders, which took place in New York in September in honour of the UN’s 60th anniversary, stated that the UN is necessary as a platform for dialogue among countries, cultures and civilizations. Millions heard once again that the Security Council and UN peacekeeping and humanitarian operations must undergo reform. But again for the majority of people, the UN’s work at the local level remains unknown.

This is why the UN Office in Ukraine asked FSB MA Ukraine to create an advertising campaign which would permit the average Ukrainian to get to know that serious international institution, the United Nations, better. Our agency’s task was to convince the general public that the UN is not an abstraction across the sea, but rather a real force acting in its interests.

According to the campaign’s designers, the UN: 60 Years of Action project turned out to be one of the most interesting this year – and one of the most difficult. The questions before the designers were, what should we draw attention to and how can we avoid clichés and empty rhetoric? Another difficulty lie in the target audience – every Ukrainian citizen.

‘In the end we chose the only, in my opinion, correct path,’ said Viktor Konovalov, FCB MA Ukraine copywriter. ‘We concentrated on specific projects, individual stories, and specific activities directly related to Ukraine. This brought the UN’s image closer to our audience and immediately solved the problem of reaching every Ukrainian. We worked according to the principle ‘from the parts to the whole’ – telling the stories of our compatriots formed a message that is clear and that everybody can identify with. There is not even a hint of the “anniversary nature” of the ad campaign, although the fact of the UN’s 60th anniversary is present in the ads by the slogan “UN: 60 years of action.” The result is an ad campaign that has a human face, but is not teary-eyed, that is optimistic, but not kitchy, and is large-scale, but not abstract. The campaign shows every Ukrainian that the UN is here, that it stands by you, and that it supports every Ukrainian in his desire for basic human freedoms.’

Of course, it is impossible to reflect all aspects of the UNs activities in Ukraine in such a campaign – over twenty UN agencies are active in Ukraine (including UNICEF, UNFPA, WHO, UNHCR, IAEA, the Global Fund, UNAIDS, UNDP, ILO, and others), and each agency has a whole range of project and programmes. That said, the campaign was able to reflect what is most important: that the UN in Ukraine helps those who need it most directly and successfully.

‘One of the most important and unexpected elements of our joint work is the fact that the project became a unifying social initiative – the CB MA agency took on this complex task free-of-charge, and the Kyiv City Administration directed that the advertisements be put up for free, in the public service. As a result of this large joint effort, Kyiv is a pioneer in such initiatives. Thus, we are sincerely grateful to those who contributed,’ Snizhana Kolomiets, UN in Ukraine Information Department head, stated.

For further information, please contact Tetiana Tyshkevych, PR manager, FCB MA Ukraine