The Telegraph: Frontlines of Free Speech

Client: The Telegraph

On the third anniversary of the conflict in Ukraine, the Telegraph’s Ukraine: The Latest was translated into Russian and Ukrainian using AI voice tech.

Instead of using our budget to promote it in social media, we decided to take it physically into Kyiv through the city’s most unavoidable media spaces - on Europe’s largest outdoor screen and in the subways where people sheltered from bombs, putting trusted journalism in front of people living the war and relying on unreliable media. We did it on the exact day world leaders gathered in the city to mark the anniversary of the invasion. Delivered under budget, the campaign drove 50k downloaded, sparked organic social sharing and saw Russian language episodes outperform - proving that smart thinking can matter more than budget in getting truth to the people who most need it.