Communication strategy, External PR office, PR support, Media relations, SMM, Crisis communications
The Ministry of Social Policy is evolving — with new projects and an updated approach to supporting people. However, it was not enough to simply implement changes — these needed to be communicated clearly, honestly, and consistently. It was essential to show that behind every initiative stands a team that genuinely cares.
Building trust in the ministry as a whole, and in Minister Oksana Zholnovych personally, was particularly challenging amid the war, when information overload and heightened emotions prevail. People need to see real actions, not just promises, and understand that the ministry listens to them.
We developed communications that are simple, human, and consistent. Replacing bureaucratic language with authentic speech; loud slogans with tangible results. We created a strategy covering both the ministry and the minister’s public image, emphasizing transparency, clarity, and steady dialogue with the public. An active social media presence was launched, focusing on a recognizable style, Reels content, and clear content categories so everyone could easily find the information they needed. Simultaneously, we engaged with media outlets in Ukraine and abroad to highlight that even in difficult times, there are dedicated teams driving change in the government.
100+ news items mentioning the Minister after the initiated events, 12+ million contacts
Interviews with national and international media
Speeches by the Minister at forums and meetings with business that we initiated to establish new partnerships.
Steady growth of subscribers on the ministry's digital platforms.
The Reels format brought in over 80% of the new audience.
There is more clarity in social media — thanks to the rubric, it is clearer who is responsible for what and what has already been done.
Cooperation continues — and we continue to build a dialogue between the state and people.
Expertise, flexibility, and focus on needs — that's us
HAVAS Red
