A story about solidarity
The setup
On March 4th 2022, Russian troops launched a direct strike on the Mykhailo-Kotsiubynski School in Chernihiv Oblast.
“Everything was covered with dust and glass, and people were running away. I felt it all at once: grief, sadness, anger.”
Mykola Shpak, Principal of Mykhailo-Kotsiubynski Lyceum.
Luckily no one was harmed – everyone had got to shelter. But tragically not much of the building was left. It wasn’t going to be cheap to fix. And as we all know.
This was just the beginning.
Enter game 4 Ukraine.
The aim
Build bold, thumb-stopping social content and supporting outdoor tactical ads
Target footie fanatic families over the school holidays
Drive donations and boast tickets sales
The masterplan
Legends UK reached out to us to help them promote game 4 Ukraine – a charity match to raise funds for schools like the Mykhailo-Kotsiubynski.
Big football stars were involved. Celeb guests. Live music acts. All at Stamford Bridge – the home of Chelsea FC. This single event had the potential to make a massive difference. So how could we help?
With so many big names taking part, coordination was key. Across OOH and social media, we brought to life an impassioned campaign to drive views, clicks and donations for the cause.
We were in daily communication with all the legendary players, celebs and their agents to promote the game cohesively across their channels and our own campaign channels.
Oh, and the score was 2-2. If you’re a football sort.
£7.5M
Raised in donations
1.5M
Impressions on X
1.2M
Instagram accounts reached
73K
Instagram accounts engaged
