We joined the War Bonds project led by the Ministry of Finance in March 2022. Ukraine's army and economy were in urgent need of funds to effectively repel the Russian invasion.
Our objective was to encourage Ukrainian citizens, many of whom lacked investment experience, to purchase war bonds. Through extensive research, including analysis of numerous witness videos and internet publications, we discovered that Ukrainians were driven by a profound sense of outrage and a fervent desire to thwart Russian aggression. Leveraging this sentiment, we made revenge a central theme of the campaign. Now, every Ukrainian has the opportunity to channel their outrage by investing in war bonds—effectively contributing to Russia's defeat, as boldly proclaimed in the headline of all campaign visuals.
Approximately 40 billion hryvnias (equivalent to around 1.3 billion USD in April 2022) were invested in war bonds within the first month of the campaign. This surge in investment resulted in a record-breaking number of Ukrainians purchasing bonds, marking a historic milestone for the country.
The project encompasses a web platform, bonds.gov.ua, along with video content and digital campaign visuals.