lighting the way: a human–centered approach to energy access

the challenge

During the war, Ukrainians faced constant blackouts, heating shortages, and deep uncertainty around energy access. In response, the government launched a multi-tiered approach: restoring infrastructure, decentralising generation, and rolling out new support programmes. But without effective communication, most people didn’t know where to begin. Information was scattered, overly technical, or inaccessible to those who needed it most.

Our team’s task in Ukraine was to create a brand that could drive real impact — one that explained available support, shifted behaviours, and gave people a sense of control. The initiative had to be emotional, practical, and trustworthy. We had to design both the message and the platform.

our approach

We created “EnergoSvydomi” — a digital-first behavioural brand that made energy efficiency feel personal and achievable. In partnership with Alinea International and supported by the UK Government, the Action Ukraine team led the full development of the brand, platform, and campaign in two distinct phases:

Phase 1: Building trust and a digital hub (Autumn 2024)

• Developed the brand from scratch: name, visual identity, tone of voice, messaging

• Launched a national website compiling all available government support: grants, soft loans, solar panel guides, insulation programmes and more

• Rolled out a large-scale media campaign: explainer videos, paid and organic social media, press publications, and national TV social ads

• Engaged public figures — Yevhen Klopotenko and Yevhen Yanovych — who helped amplify the campaign via their own channels

Impact: over 11 million impressions, 600+ organic media mentions, and 78,000 platform conversions within a few weeks.

Phase 2: Driving behaviour through emotional storytelling (Winter 2024–2025)
We shifted from informing to activating. The goal was to translate energy policy into daily household habits:

• Created lifestyle-driven content encouraging simple but effective actions: unplug chargers, insulate windows, use heating timers, do laundry at night

• Used humour, relatability, and simplicity to normalise energy-saving without fear-based messaging

• Partnered with a new wave of top-tier influencers — some of the most recognisable and trusted voices in Ukraine’s digital landscape — who showcased their personal energy-saving tips: Alyona Alyona, Ruslan Tsygankov, Natalka Denysenko, Andrii Shymanovskyi, Ruslana Danilkina, Nazar Hrabar, and Nati Hresko

• Distributed content via TikTok, Instagram, Telegram channels, national and local media, and metro placements

• Utilised punchy and relatable taglines: “Want to save?”, “My neighbour pays less”, “Let’s reduce together”