Challenge

How can children raise one million hryvnias for drones for the Armed Forces of Ukraine?

Since the start of the full-scale invasion, supporting the army has become more important than material things. Even children living through wartime no longer wait only for gifts — their main wish has become victory. That is why they can become a powerful voice calling for support for the Armed Forces of Ukraine. Every year, ahead of Christmas, the Postmen agency invites employees’ children to the office to spend time together. However, at the end of 2022, we decided to turn this tradition into part of a large charity campaign to raise UAH 1,000,000 for the needs of the Ukrainian army.

Idea

Create a modern carol that encourages people to donate to drones instead of gifts.

We created a children’s carol titled “A Million for a Drone”, for which the children themselves wrote the lyrics and melody. The traditional Ukrainian caroling practice, where children go from house to house and receive rewards for singing, has taken on a new, deeper meaning. To give it a viral sound, we collaborated with our musician friends: Oleksandr Polozhynskyi, a well-known singer and now a serviceman in the Armed Forces of Ukraine, and Ivan Marunych, a children’s favorite thanks to his hit “Patron the Dog”. To maximize the song’s visibility, it was officially released on all major music platforms (Spotify, Apple Music, YouTube Music, etc.). The carol was shared by well-known musicians, comedians, and bloggers (TNMK, Bez Obmezhen, Krykhitka, MamaRika, Alyona Omargalieva, Anzhelika Rudnytska, Kozak System, and many others), as well as major brands (Darnytsia, Club 4 Paws, Gulliver, Varus, and others). In addition, the carol was featured in Christmas music charts on Megogo, on radio, and in social advertising during the national telethon.

Credits
& Outcome

In 10 days of the campaign, UAH 1.2 million was raised
By the end of January 2024, 50 “Poshtach” FPV drones were produced and delivered to the 68th Brigade of the Armed Forces of Ukraine
The campaign was extended, and by April a total of UAH 2 million had been raised, enabling the purchase of an additional 50 “General Cherry” drones.

Idea: Yaroslav Vedmid
Producer: Olga Mykhalets
Art Director: Iryna Pavlova
Motion Designer: Vladyslav Kalensky
Sound Designer: Igor Bondarenko
Head of SMM: Mariya Kasatkina
PR Manager: Kateryna Orlova, Roksolana Haleta