It’s hard, but it’s worth it!

dentsu Ukraine communication group and Mich creative agency launched a motivational information campaign of the Ministry of Defense «It’s hard, but worth it», designed to raise the morale of Ukrainians in the war, which has been going on for ten months.

The key message of the Ministry of Defense is simple and powerful, with different forms, but the same essence: no matter how difficult it is, it is worth continuing the struggle. It is not only about the struggle on the battlefield, but also about the daily important choices of Ukrainians, who keep the mental order and are part of national stability:
— It’s hard to work when it was scattered around the world…
— It’s hard to worry about your own when there are minefields between you…
— It’s hard to build a new life when the house is destroyed…
— It’s hard to hold the rear when the children are at the front…
— It’s hard to preserve humanity when the enemy has long been beyond its borders…
It’s hard, but it’s worth it!

The multi-channel campaign «It’s hard, but worth it» was placed on digital platforms, on the air of radio stations, in OOH channels and on television.