They used you

In the context of war and forced migration, the number of people who find themselves in situations of exploitation and human trafficking is only growing.

That is why, together with IOM, we have launched a large-scale transport branding campaign to draw attention to the problem. This is the third – regional – wave of the information campaign “They used you“. The goal of the campaign is to raise awareness among Ukrainians about possible risks and prevent them.

In order to reach as many people as possible, we decided to use an effective creative solution – branding of public transport, as well as one Intercity train. It is not only about standard leaflets in the cabins, but also the exterior decoration of trolleybuses, trams, buses and trains with photos that tell the stories of victims of the most common forms of exploitation. This format helps to address the audience directly, as thousands of citizens use public transportation every day.

In addition, information campaigns on human exploitation were held in 10 regions and the city of Kyiv.

The campaign resulted in the launch of buses, trolleybuses and trams in 10 cities: Ivano-Frankivsk, Vinnytsia, Lviv, Odesa, Rivne, Poltava, Ternopil, Uzhhorod, Chernihiv, and Khmelnytskyi. A branded Intercity train was also running across the country for a month, and passengers could watch the campaign videos.

The total reach of the campaign was almost 8 million. In addition, the campaign attracted media attention and received wide coverage in the media, including such key platforms as tsn.ua, Espreso TV, Suspilne and others. 

The campaign “They used you” was launched in 2022 with a series of information materials and videos.In 2023, a subway train was branded as part of the campaign.