Vasyl Hubarets , "It is Ours" How "Darnytsia" changed its image during a full-scale war

Director of Corporate Communications at Darnytsia Pharmaceutical Company

Even before the war, in the summer of 2022, we started preparing a large-scale campaign, updated the identity, and actively promoted the new image in December. Currently, our logo exists in two options: "Darnytsia" and "Darnytsia is Ours" ("ours" means Ukrainian, robust, and reliable for people). Now, our branded trucks drive all over Ukraine. With inscriptions on the cars, we paid tribute to our settlements and territories that courageously resisted or are resisting the aggressor: "Hostomel is Ours," "Crimea is Ours," "Mariupol is Ours," "Donetsk is Ours," "Kherson is Ours," etc. This makes a strong impression on people and inspires them.

Another component of the communication campaign was the message "Stay Safe!" We placed billboards with this message first in regional centres free from the occupiers and later in cities with a population of more than 50,000 people. In addition, modified appeals "Stay Safe" with different stresses were distributed on digital screens in the subway and high-speed tram in Kyiv, in all "Intercity" trains and many pharmacies. In them, in particular, we gave advice on safety, mental and physical health, etc.