LAND REFORM
Ukraine has 60 million hectares of land. 70% are
agricultural ones with very fertile soils.
Back in the 1990s, Ukrainian land finally ceased to be collective and was distributed among Ukrainians. People became the owners of the land, but never really had the full power to dispose of it as private property.
Thus, the moratorium became one of the causes of poverty in the countryside.
Back in the 1990s, Ukrainian land finally ceased to be collective and was distributed among Ukrainians. People became the owners of the land, but never really had the full power to dispose of it as private property.
Thus, the moratorium became one of the causes of poverty in the countryside.
CONTEXT
Land reform is not just an obscure innovation.
First, it means giving Ukrainians the constitutional right to dispose of private property on
their own.
In order to benefit from the changes, one needs to understand the game rules. People in our audience face many fears caused by ignorance and 30 years of pressure from biased political forces.
Therefore, the main goal of the campaign is to create an emotional bond with the target audience and change negative attitudes by explaining the essence of the reform and its advantages in a simple, positive way.
In order to benefit from the changes, one needs to understand the game rules. People in our audience face many fears caused by ignorance and 30 years of pressure from biased political forces.
Therefore, the main goal of the campaign is to create an emotional bond with the target audience and change negative attitudes by explaining the essence of the reform and its advantages in a simple, positive way.
TASK
Due to the manipulation of public opinion and a
low level of awareness, Ukrainians faced doubts and fears concerning the reform. What is the
land market? What if foreigners buy up the land? Can farmers be forced to sell their shares to
agricultural holdings?
Complex explanations and abstract comparisons with the other countries’ experiences did not transform fear and misunderstanding into positive attitudes.
How to tell Ukrainians about the personal benefits that the land reform will bring to them?
Complex explanations and abstract comparisons with the other countries’ experiences did not transform fear and misunderstanding into positive attitudes.
How to tell Ukrainians about the personal benefits that the land reform will bring to them?
CHALLENGE
?
?
?
?
As it turned out, the absolute majority of
landowners of 27 million hectares of Ukrainian land are women aged 75+.
What are they, these grandmothers? Grumpy, hardened by labor and promises of authorities that never came true, but at the same time, tireless and mischievous. With a deep national sense of humor and a huge heart that embraces everyone.
After the lifting of the moratorium, our grandmother turns into a respectable landlord, and into a powerful character who acts as a communicator on land reform.
What are they, these grandmothers? Grumpy, hardened by labor and promises of authorities that never came true, but at the same time, tireless and mischievous. With a deep national sense of humor and a huge heart that embraces everyone.
After the lifting of the moratorium, our grandmother turns into a respectable landlord, and into a powerful character who acts as a communicator on land reform.
IDEA
LAND REFORM.
SEIZE THE OPPORTUNITIES!
––––––
LAND REFORM.
VISIBLE CHANGES FOR THE BETTER!
SEIZE THE OPPORTUNITIES!
––––––
LAND REFORM.
VISIBLE CHANGES FOR THE BETTER!
Our audience is very skeptical of loud promises
and arrogant tricks. You need to talk in a simple and clear language, which every respectable
landowner speaks. This language should not be too correct and formal.
It should be the language that people speak every day, addressing their neighbors, grandchildren, or geese, who, damn them, trampled the young melons.
t should be just like our grandma and the domestic animals of her household speak when they call to use the opportunities that the land reform brings to them and the village.
It should be the language that people speak every day, addressing their neighbors, grandchildren, or geese, who, damn them, trampled the young melons.
t should be just like our grandma and the domestic animals of her household speak when they call to use the opportunities that the land reform brings to them and the village.
CONCEPT
The campaign was created with the support of the
Communications Transformation Activity (CTA), funded by the United States Agency for
International Development (USAID).