Grains of Hope
Summary: As the salt from Soledar mines disappeared from the shelves as a result of the Russian invasion, they found the last batch of Soledar salt and sorted it into 100,000 charity packs, raising $3 mln to help Ukraine. With $0 media investment they reached 1,1 bln impressions worldwide. By changing two letters in the name and redesigning the well-known package, they turned SALT into STRENGTH and a powerful symbol of hope. The packs will be opened by Ukrainians only for one special dinner – the day Ukraine will be free.
100,000 charity packs sold, raising $3 mln to help Ukraine, reaching 1,1 bln impressions worldwide.
Lead Agency(s): UNITED24
Client / Brand: Soledarity. Ukrainian Rock-Solid Strength
Effie Award(s): Silver
