Veteran Hub

A communication campaign built on real stories of veterans: six heroes, AromaKava coffee shops, city train stations and digital.

6: Campaign heroes
2: Offline locations: coffee shops and stations
60+: Interviews in the Veteran Hub research

We built a communication campaign on real veteran stories: from the concept and interviews to posters in coffee shops, at train stations and digital ads.

Industry: Veteran support
Market: Ukraine · AromaKava coffee shops and city train stations
Services: Communication campaignCreative and copywritingDigital advertising
Technologies: YouTubeQR codes

BRIEF

What did the client come with?

Veteran Hub studied how Ukrainian soldiers return to civilian life and produced the research The Path of Veterans: over 200 pages and over 60 in-depth interviews. It needed a communication campaign so veterans could find information for adapting and see that there is a path.

Problem list

A 200+ page study had to be brought to people in simple messages
Soldiers who became veterans do not know where to find information about adapting to civilian life
Copy and visuals were needed at once for offline locations, YouTube and social media

GOALS AND TASKS

Show that a path exists, in the words of those walking it

01
Show that a path exists
Real stories of veterans as the basis of the campaign: each at their own stage, and each experience matters.
02
Speak in their words
Six heroes of different backgrounds, ages and genders, and six I too… messages taken from their interviews.
03
Meet people where they pause
AromaKava coffee shops and city train stations, not only Kyiv or regional centers, with a QR code to the Veteran Hub site.

PROCESS

Three steps from stories to a campaign

Step 1: Finding clarity

We defined the concept of a tangled path: civilian life appears as a maze with an exit to be found. Real veteran stories became the foundation.

Stage result:

A campaign concept built on real stories.

Step 2: Building the growth architecture

VECTOR CONTENT

Six heroes of different backgrounds, ages and genders, without aiming for military bloggers. Individual interviews about their past and family, service, civilian life, attitudes to those who do not fight, and fellow soldiers. Six messages: I too am getting used to everyday life, I too came back a stranger to civilian life, and others.

VECTOR MARKETING

Placement in the AromaKava coffee shop chain and at train stations across the country, including small towns. Digital communication for YouTube and social media.

VECTOR IT

A landing page with the heroes' stories. The QR code on posters, stickers and animations leads to the updated Veteran Hub site The Path of Veterans.

Step 3: Launching the ecosystem

Veteran Hub placed the materials in AromaKava coffee shops and at train stations, and we prepared digital communication for YouTube and social media.

Stage result:

One ecosystem: offline, digital and a site behind a QR code.

RESULT

Information where people pause

The campaign runs in AromaKava coffee shops, where people meet or stop for a rest, and at train stations, which became a symbol of meetings and partings for soldiers and their families. Every poster, sticker and animation leads by QR code to the Veteran Hub site with materials on each stage: from the start of service and throughout life. A separate landing page collects the heroes' stories.

6: Campaign heroes
2: Offline locations: coffee shops and stations
60+: Interviews in the Veteran Hub research

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