The communication campaign for the «We Live Here 2.0» demining initiative

Ukraine is currently the most mined country in the world, surpassing Syria and Afghanistan, with around 140,000 square kilometers contaminated — nearly half the size of Italy. 

Kyivstar, in collaboration with the «Come Back Alive» foundation and with informational support from the Ministry of Economy of Ukraine, has launched a large-scale initiative to raise 100 million UAH for robotic systems and equipment to aid sappers. This will accelerate the demining process in Ukraine and save the lives of sappers, military personnel, and civilians.

The campaign was developed by the creative agency I AM IDEA, with production by Family Production.

The video tells the story of a photographer who captures the beauty of Ukraine through his lens – wild fields, distant rivers, and abandoned places. However, despite the breathtaking landscapes, there’s an absence of people, and this beauty feels empty and lifeless.

As part of the «We Live Here 2.0» initiative, the military will receive robotic platforms, vehicles, communication systems, power supplies, and an aerial component for situational awareness and remote demining through controlled explosions.

Video text:

— Good day, here are your photos.

— Thank you.

Voiceover:  

I have seen beauty that no one else can access.  

The nature of now-wild fields, distant rivers, and abandoned places.  

But there are no people; this beauty lacks life.

— That’s why we keep working. Because we live here.

Voiceover:

Support the sappers who are bringing back the beauty of Ukraine.  

Activate the superpower «Support the Armed Forces» and Kyivstar will donate up to 50 UAH towards robotic systems and equipment for sapper teams.  

Kyivstar. Toward victory.