A Strategy That Saves Lives

Client: Department for Levelling Up, Housing & Communities

The Russian invasion of Ukraine in February 2022 sparked the most

urgent refugee crises of the 21st Century, and Europe’s largest since the 2nd World War. With 8 million people fleeing Ukraine, 90% of which women and children, the UK Government had to act fast to help them out of the country. Traditional comms in the region, such as TV, print and radio were no longer running, and the Government tasked OmniGOV with reaching vulnerable Ukrainian citizens and directing them towards the UK’s new Homes for Ukraine policy initiative, where Ukrainian refugees could apply for living accommodation in the UK. The media objective was to raise awareness of the scheme and encourage sign ups but the campaign objective was to urgently get as many people safely to

Britain as we could. This was a hugely important lifeline; getting it wrong would cost lives.