The challenge
To make every Ukrainian aware of the dangers and seriousness of health consequences of dry wood and leaves burning.​
Increase knowledge about alternative methods of dry disposal and most importantly - increase their use​

The results
In one wave of the campaign, we raised the use of individual composting (eco-alternatives to incineration) from 6% to 50.1%. According to our data, 42% of those who stopped using the incineration method stopped doing so after seeing the advertisement. About 62% of proactive communities report a reduction in incineration.​
- from 60.3% to 69.2% the level of knowledge about alternative disposal methods increased;​
- 81.8% began to consider dry burning very or rather important.

The solution
We are conducting an educational campaign focusing on harm to human health. We are talking about damage on behalf of the most vulnerable victims - grandchildren. After all, grandchildren are sacred! We choose a non-standard creative form of horror. And the main thing is that we are not just scaring with a children's call, but we are proposing a solution: we call for composting.​
Our ecosystem consisted of:​
- TV promo​
- Digital promo​
- OOH​
- Radio (cover of a folk song, adapted to the call not to burn dry woods and leaves)​
And in addition -  the partnership with the Megogo platform, on which we launched a fake "video trailer" for a horror film about burning dry woods and leaves.