VYHRAVAINO!
COMMUNICATION PROJECT
PARTNER
Internews Ukraine, USAID
TASK
To motivate the audience to sort out difficult problems, use and share the principles of media literacy.
AUDIENCE ANALYSIS
WHAT WE DID
CREATIVE IDEA
BRAND IDENTITY
WEB DESIGN
DIGITAL DESIGN
STORYTELLING
PROMO AND DISTRIBUTION
PRIZE DRAWING
COMMUNICATIONAL STRATEGY
PROGRAMMING
Our age is the age of fakes, post-truth and a whirlwind of information. It is difficult to sort all this out, especially after you had a hard day at work. That's why most of us can't analyze information, don't check the sources and don't think critically. We decided to help our audience with that, so we made Vyhravaino! – an intellectual lottery, where for being clever and using your knowledge you can win prizes.

Each month, our team chose a few important topics (such as: state system, human rights, health and medicine, financial literacy, or climate crisis), uncovered them simply yet in detail, and asked the readers to check their knowledge on those topics after reading by taking a test. Among those who passed the test with flying colors, we drew prizes which were so good that we would be glad to have them by ourselves: tickets to Rome, smart TV, robot vacuum, air purifiers etc. In this way, we rewarded people for their intelligence and curiosity, and companies like Allo and KIVI helped us with this.

To carry out this project, we developed a simple online-platform with test mechanics, signing up and logging in through SMS. And all of that for a good reason! It was extremely important for us to make this project transparent and fraud-protected. We made the drawing via live streams on Facebook, which added the interactivity and dispelled the doubts about our honesty.

Apart from the gifts, we used a few mnemonic hints in order to help the readers to remember the information in them. Firstly, tests: the research confirm that when you read a story, and then answer a few questions about it, you are more likely to remember it better than when just reading it without any questions. Secondly, humor: one will remember the emotional story better than the one with just bare facts. And finally, simple explanations and examples: we didn't use any difficult concepts in any material and relied on the real experience that our audience has.
CREATIVE IDEA
RESULTS
842 000
Total number of contacts
5930
Tests taken
>10:00
Average reading time
UNIQUE RESULT
We signed a partnership with local media chain ABO (АБО) and distributed this project together to 50 different regional media, and, therefore, carried media literacy to the farthest parts of Ukraine. We got a Feacbook share from then-acting Minister of Health Uliana Suprun. We granted six people for their intelligence and curiosity. We drew a lottery with a rotating drum and the balls, just as in lottery programs in our childhood!
Strategy
TEAM
Prize Partners
Design
Programming
Project Management
Mariia Fronoshchuk
Olena Teselko
Valeriia Gorodchanina
Klaxon Studio
Mariia Fronoshchuk
Editing
Text
Yurii Marchenko
Tetiana Kapustynska
Olena Tyshchuk
Next case
NEXT
CASE
If you like __ this project and want to create something similar with us, contact our team at ____________. You can read more about the conditions ______ .
We are always eager to cooperate!
If you like this project and want to create something similar with us, contact our team at
You can read more about the conditions
We are always eager to cooperate!