Ogilvy Health Creates Campaign For Orphaned Dogs in Ukraine

The ongoing war in Ukraine has caused a humanitarian crisis in terms of casualties and refugees leaving the country in their millions. But another element of the carnage: The impact on animals and pets. According to a campaign driving donations to the global animal welfare organization, Four Paws, 1.2 million dogs have been orphaned in Ukraine since the conflict began in February, needing urgent shelter, food and medical attention. Ogilvy Health has developed an illustrated campaign to direct those who want to help support orphaned dogs but may not know how. The ongoing war in Ukraine has affected animals and pets in the country. “By developing a core visual that illustrates a helping hand extended to a dog in Ukraine, we telegraphed the idea that anyone can help pets orphaned by war from anywhere,” explained Ogilvy Health’s chief creative officer for North America, Adam Hessel to Adweek. He added that the campaign sought ways to visually marry the magnitude of the destruction of the war with some positive symbol of hope. The Ogilvy Health team worked to highlight the idea that anyone can help pets orphaned by war from anywhere. “In reviewing the potential background visuals, we looked to find images of war-torn Ukraine that showed perspective and depth, detailing some of the vast devastations in the country, but also setting the stage for the illustrations to show how anyone has the ability to help from anywhere in the world. The images were carefully chosen to allow the concept to live well,” Hessel continued. The charity is currently planning to review proposals and is in negotiations with online platforms to decide how best to showcase the campaign and drive awareness of the cause. Adweek Special Issue: 'On Ukraine, by Ukrainians' In June, Ogilvy's parent network WPP pledged to support the recovery Ukrainian economy and announced the creation of a campaign, in partnership with the country's government, which would attract investment to help the rebuild. At the time, WPP CEO Mark Read said: “We are very proud to be able to support Ukraine directly through this campaign. Creativity has the power not only to solve commercial problems but to address some of the biggest issues we face. WPP’s partnership with the Ukrainian Government will aim to do both, underlining the enormous commercial potential of the country while supporting the economic recovery essential to rebuilding Ukrainian social and cultural life and ensuring a positive future for its citizens.” CREDITS Name of Client: Four Paws Agency City: North America Executive Creative Director: Erik Vervroegen Agency Print Producer: Illusion CGI Studio Production Company City: Bangkok Photographer(s): Genya Savilov/Sopa Images/Anadolu Agency Illustration Company: Illusion CGI Studio Illustration Company City: Bangkok Typographer: Alec Vianu Global Chief Executive Officer for Ogilvy Health: Kim Johnson Chief Creative Officer, NA for Ogilvy Health: Adam Hessel Chief Strategy Officer for Ogilvy Health: Liz Kane VP of Planning for Ogilvy Health: Carlos Dorenbaum Global Chief Creative Officer for Ogilvy: Liz Taylor

Ukraine

Illustrated Campaign Highlights the Plight of Dogs Orphaned in Ukraine

The aim of the ads will be to drive donations and support for animal charity Four Paws

Stephen Lepitak

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Stephen Lepitak