Award winning national public education campaign helps Ukraine's
post-Communist economic reform efforts

Client:

Ukraine Market Reform Education Program (UMREP) was funded by the United States Agency for International Development (USAID) on behalf of the Cabinet of Ministers of Ukraine.
 

The Assignment:

For six years (1996-2002), The PBN Company implemented a nationwide public education and information program to support the Government of Ukraine (GOU) economic reform and social assistance programs. The goal was to educate Ukrainians on policy initiatives such as the certificate mass privatization program, post privatization support, capital markets development, shareholder rights, women's economic empowerment, social sector restructuring, housing reform and agricultural reform.
 

PBN’s Strategy:

A key strategy used to gain support for government programs included the use of real-life experiences and humor in capturing the interest and imagination of targeted audiences. The PBN Company designed and implemented a multimedia, nationwide campaign, which included advertising, media relations and grassroots activities targeted at all segments of the Ukrainian population.
 

Results:

More than 90 percent of Ukraine's 48 million citizens picked up their privatization certificates. UMREP's citizen information telephone hotline received more than 2,000 calls per week, with callers seeking information about economic reform, social assistance and other government programs. The Program won numerous awards including the "Crystal Truth" award for three of its television shows at the First International Journalists Festival in September 1996 and the U.S. Creativity in Public Relations award by Inside P.R in 1997.

For more information, please contact:
Myron.Wasylyk@pbnco.com