Client: Consortium of partners for the EU (Via Safège France)
Brand/Topic: Women and Children’s Rights in Ukraine
Date: Nov 2009 – Dec 2011
Region: Ukraine (Consulting done locally by Cherry and Cake in Kiev)

Our mission
The overall objective of the project was to support the Government’s and civil society’s efforts to advance the status of women and children’s rights in Ukraine, and to foster gender culture across Ukrainian society.

Our project represented the advertising component of a broader programme funded by the European Union. Cherry and Cake was hired to give expert advice in brand building and viral marketing over a period of 2 years, spending 80 days in Kiev to support the local team. A major task was to ensure the increasing public awareness of gender related issues with the help of a separate visibility outline, ensuring the outmost visibility of the EU in full coordination with the visibility guidelines of the EU. This visibility should guarantee that all gender related topics would be immediately recognised in public even after the project’s completion.

We also took especially care of aligning visions and campaign concepts for all stakeholders involved. Sharing best practices and giving presentations/training to the press and local partners was a critical part of the job.

Target audience
The project targets the population of Ukraine and specifically:

• Ukrainian women, with a special focus on those belonging to vulnerable groups
• Children, adolescents and youth
• Ukrainian media players (especially journalists and editors)
• Target groups of the project components of the programme “Women and Children’s’ rights in Ukraine”

The stakeholders: The Council of Europe, ILO, UNDP, UNICEF, the Ministry

Services Provided

• Strategic and creative consulting
• Art direction
• Brand Building
• Coaching
• Presentations to stakeholders
• PR