Situation:

75% of Ukrainian parents say their children show certain signs of trauma, like unreasonable mood swings and increased anxiety (Gradus Research, April 2022).

Since the full-scale war broke out, around 40000 air-raid alerts have occurred almost every day throughout Ukraine. Ukrainian children have been through pressure and stress, spending over 5000 hours (7 months!) in shelters (alerts.com.ua).

They should have spent this time growing and learning. At preschool age, children cannot waste precious time without acquiring basic skills for life.

Brief:

● Refocus children's attention from gadgets to real-life communication

● Reduce stress through expressing emotions and spending quality time together

● Promote development under any circumstances

● Provide a solution that could be used offline

Objectives:

To create an effective method enabling preschoolers to master 16 essential skills that they could start using immediately, regardless of the circumstances (even during power outrages or when seeking shelter).

During Ukraine's two-year war, children faced bombs, destroyed streets, and frequent air raid sirens, spending time in dark bomb shelters. Over a thousand kindergartens were destroyed, halting their normal development. To help children continue learning under stressful conditions without Internet or electricity, we introduced superhero companions. Based on UNICEF's 16 essential skills for 2 to 6-year-olds, these superheroes teach crucial skills in a fun and engaging way.

Utilizing simple technology accessible under any conditions, we created a puppet theater featuring four captivating characters known as the "Sparkles of Superpowers". Each character possesses unique skills to ignite these "superpowers" in preschoolers. Templates for the puppets, along with scripts and stage designs for 10 educational shows, were made available online for anyone to download, print, cut-out and use, allowing children to play and learn anywhere, anytime.

The strategy for the "Shelters of Learning" project involved meticulous data gathering to understand the specific needs of preschool-aged children affected by the war in Ukraine as well as the number of affected children. Targeting Ukrainian parents, educational institutions, and communities impacted by the situation, the approach focused on creating a low-tech, offline solution accessible to all, regardless of circumstances. This included the development of a paper puppet theater with scripts and designs for real-life communication, stress reduction, and skill development while avoiding the screen time parents where using to calm down their children. Leveraging partnerships with UNICEF and local experts, the project aimed to address immediate needs while contributing to long-term development. Prioritizing inclusivity and accessibility, the strategy ensured cultural relevance and sustainability. Through this approach, the project successfully engaged parents, caregivers, and children, facilitating learning and emotional support during a challenging period of conflict and uncertainty.

Implementation included the development of downloadable puppet theater templates and scripts, accessible via the platform www.numo.mon.gov.ua, enabling easy access for families in war-affected areas. The project was rolled out over a defined timeline, with phases for content creation, platform development, and promotional activities.

Placement involved strategic dissemination of project materials through online channels, including social media platforms and the UNICEF website, as well as offline distribution through community centers and educational institutions in Ukraine. This ensured broad accessibility and engagement across various demographics and geographic regions.

The project achieved an unexpected significant scale, with widespread adoption and engagement among target audiences. Through partnerships with celebrities, influencers, and experts in child psychology, the project garnered extensive media coverage and social media engagement, reaching millions of individuals and families across Ukraine though organic reach.

Business Impact: The project bolstered support for UNICEF's humanitarian efforts, driving increased donations and site traffic to www.numo.mon.gov.ua.

Response Rate: The project elicited a strong positive response, with widespread adoption and utilization of puppet theater materials by parents, caregivers, and educators.

The project generated 140 millions of impressions across digital and traditional media platforms, effectively raising awareness of UNICEF's initiatives to aid children affected by the war.

The introduction of the puppet theater facilitated positive behavioral changes among children, providing them with a creative outlet for expression and promoting learning in challenging circumstances.

The project significantly enhanced consumer awareness of UNICEF's role in safeguarding children's rights and well-being, fostering favorable perceptions of the organization's commitment to humanitarian action.

UNICEF's brand perception was positively influenced, with stakeholders recognizing the organization as a leader in child advocacy and innovation, particularly in addressing the needs of children in conflict zones.