Since the first Russian bombs fell on peaceful cities, Ukrainian mothers faced many
challenges: explaining things like war and missiles to their kids. Smiling and saying
"it's ok" to keep them calm in bomb shelters. Many moms have abandoned their
husbands and homes for their children's safety.
STUDY.UA is a Kyiv-based private school that has launched a free online school for
all Ukrainian children suffering from Russian aggression. More than 50 000 kids
have already become their students. While working with kids, they aimed to
enlighten the heroism of mothers.
GIVING UP ON DREAMING EQUALS LOSING THE BATTLE
Drama Queen, a Ukrainian indie agency, came up with a manifesto to support
Ukrainian mothers urging them to dream on. "Of course, survival is crucial at war, but
so is dreaming. Giving up on dreaming equals losing the battle." — they emphasize.
In shelters, basements, or far away from home, we all dream of those simple little
things that used to fulfill our peaceful life. Like accompanying your child on the first
day at school or even making a hedgehog costume till dawn. "We are dreaming with
you," — a voiceover says. Dreaming of a happy future for children and a beautiful,
peaceful Ukraine. "Otherwise, what to fight for?" — the manifesto concludes.
The video can be viewed here.
"Collecting and selecting the necessary materials made a huge part of the video-
making process." — the production team says. "We worked with local archives
aimed to record the lives of civilians during the war in Ukraine. But Ukrainian women
themselves also have responded to our call in social media and provided a
significant part of the materials." The video is made up of peaceful video frames
appearing over wartime photos. Just like mothers' dreams of a happy future for their
children always break through the grim reality of the war. We've also added some
pieces from real STUDY.UA zoom classes to the video. The brand film turned out to
be lyrical with an optimistic aftertaste.
Because of the war, Drama Queen has reconsidered its approach to the creative
process. So now it takes them only a few weeks to bring the creative idea to life.
Aid Legion, the anti-war charity, is another brand created by Drama Queen in 3
weeks. Aid Legion has launched a fundraiser to support STUDY.UA since the online
school is absolutely free of charge and needs funds to maintain its business-critical
operations. You may also support STUDY.UA on the foundation’s website.
Like most creative agencies in Ukraine, Drama Queen takes part in humanitarian
projects to help their country. At the same time, they're open to working with new
clients. The agency already has a couple of successful international projects in its
portfolio and is hungry for more.