Darnytsia, the pharmaceutical leader of Ukraine, decided to come out with image communication in wartime. What role should the company take on?

Organic for a brand with the caring woman archetype — care.

So Darnytsia launched a large-scale caregiving campaign that had two components. Within the first, the brand supported other brands — those who heroically continued to work, ensuring the life of the entire country in the extremely difficult conditions. The second part of the campaign was aimed at a wide audience: Darnytsia appealed to people to take care of themselves.

The idea was implemented digitally, as well as through outdoor advertising and videos broadcast in the subway, Intercity and pharmacies.