ERA presents new “Cxid: Reload” communication campaign
USAID Economic Resilience Activity (ERA) presented a new communication campaign, “Cxid: Reload”. The aim of the campaign is to help support citizens from eastern Ukraine who are seeking to reload (or reboot) the way their region is perceived today for the sake of success and prosperity tomorrow.
Since 2018, ERA has been aiming to break stereotypes by empowering eastern Ukrainians to lead their communities’ transformation, establish new livelihoods and new businesses in promising and growing economic sectors, expand to new markets across Ukraine and beyond, and promote inspiring stories of successful individuals, businesses and communities that help change views about the opportunities offered in eastern Ukraine.
The region has a rich historical and cultural background based in part on its industrial tradition. Building on this tradition, it is quickly developing new, innovative ecosystems and emerging knowledge economy business sectors, which in turn is changing (or reloading) the mindset of the population, especially young people and their view of the region as a viable and exciting place to live, work, study and raise a family. Unfortunately, studies demonstrate that many Ukrainians continue to associate eastern Ukraine with war and cities based on heavy industry.
This event was intended to help dispel this stereotype. ERA has invited people from different regions of eastern Ukraine representing different ages and professions to breathe life into the Cxid: Reload campaign. “Reload” for them means the launch of a new way of thinking.
“We’re proud to see how our support for eastern Ukraine has started to pay big dividends in kick-starting sectors like IT, innovative manufacturing, and biofuels. It’s exciting to see the dynamism of these new businesses and the resilience of communities that are really starting to organize themselves around common objectives and smart investments. There is more to do, of course, but we’re seeing really positive trends and will continue to back them,” said James Hope, USAID Mission Director for Ukraine.
The event gathered well-known politicians, athletes, cultural figures, and partners and beneficiaries of ERA. Apart from James Hope, USAID Mission Director for Ukraine, the key speakers were Guy Kawasaki, bestselling author, legendary brand evangelist – Apple, Canva, Mercedes-Benz; Mykhailo Fedorov, Vice Prime Minister, Minister of Digital Transformation of Ukraine; Oksana Lyniv, international orchestra conductor; Zhan Beleniuk, Olympic gold medalist; Peter Dickinson, founder & editor of Business Ukraine, and Atlantic Council Ukraine editor; Maksym Krypak, Paralympic champion as well as partners and beneficiaries of ERA – successful and inspired business representatives.
Azov Region: promotional video
Communications is an integral part of USAID Economic Resilience Activity (ERA) technical work and approach, cutting across all components and interventions. ERA is striving to create a “buzz” in eastern Ukraine and a positive image of the region to help attract the investment, skilled workers, and youth needed to drive economic transformation.
ERA presented a new communication campaign “Cxid:Reload.” The mission of the campaign is to help and support those who seek to reload today for the sake of the success and prosperity of the future of eastern Ukraine.
Since 2018, ERA has been aiming to change stereotypes by empowering eastern Ukrainians to establish livelihoods and businesses in promising economic sectors, expand to new markets across Ukraine and beyond and promote the inspiring stories that change perspectives of the opportunities offered by the east of Ukraine.
The region has a rich historical and cultural background, high industrial potential. It can become a driver in the development of various economic directions and business sectors, changing/reloading the mindset of the population, especially young people. Unfortunately, studies demonstrate that many Ukrainians continue to associate the east of Ukraine with war, mines, and exclusively industrial cities.
Therefore, ERA attracted people from different regions of eastern Ukraine, representing different age ranges and professions to develop the concept and visual elements of the campaign “CXID: RELOAD”. “Reload” for them is an update of available resources and launch of a new way of thinking.
To increase participation in our programs, ERA promotes the opportunities it provides for marginalized populations. To reach vulnerable groups living in remote, rural areas who have no access to social media, ERA spreads the word about training and grants opportunities through advertisements in village post offices and outdoor advertisements in those areas.
ERA marketing campaign focuses on tourism promotion, agricultural business, IT, innovation for manufacturing (IM), and investment attraction. ERA supports capacity building for marketing materials development for tourism info centers and investment promotion centers and helps them advertise local products/services. We use our expertise to help our beneficiaries with the development of brand guidelines and promotional and marketing materials.