Poland’s national bank has hired MikeWorldWide for a global campaign to inform the general public about the impact of Russia’s invasion of Ukraine, particularly about the humanitarian crisis and challenges resulting from the wave of refugees.
The major focus of the campaign “is to boost awareness in the international community of the actual dimension of the war in Ukraine and the scale of the damages,” according to MWW’s services agreement with Bank Gospodarstwa Krajowego.
The United Nations reports that 5.4M Ukrainians fled to neighboring Poland since Russia attacked on Feb. 24.
Poland is currently hosting the most Ukrainians, 1.4M. Germany is second at 998K people, followed by the Czech Republic at 442K.
BGK has budgeted $3M for the MWW effort.
Of that amount, MWW’s fee and out-of-pocket expenses are capped at $500K each.
Spending for paid media channels (e.g., ads on Facebook, Twitter, NPR, USA Today, Spotify, Vox) is set at $1M if the campaign reaches an audience of 40M.
Another $1M goes for influencer spending as long as 10M people are reached.
MWW’s Richard Tauberman, executive VP, and Shelley Noeldechen, senior VP, handle the effort.