For this project, I assembled and led a multidisciplinary creative team that included a designer, photographers, SMM managers, and creative strategists. Together, we developed the concept for a citywide social campaign aimed at supporting the emotional well-being of Kharkiv residents during the COVID-19 pandemic. The core idea was to show that human connection does not disappear even when our faces are covered by masks. We focused on eye expressions to convey emotions, warmth, and attention that people continued to share despite physical distancing. 

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I organized a photoshoot and invited local residents who cared about the initiative and wanted to contribute. They volunteered to become the faces of the campaign. We created a photo series with a strong and recognizable visual identity, produced video materials, and developed a full promotional strategy to maximize reach and emotional impact.

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The project received support from the city administration, allowing us to place billboards and posters across Kharkiv, including in the metro. Local small businesses also sponsored part of the printing and distribution, highlighting the community’s engagement and belief in the project.

The main goal of the campaign was not only to remind people about the importance of wearing masks during COVID-19 but also to show that human connection remains, even when we cannot interact in the usual way. We wanted to encourage residents to keep communicating, avoid emotional isolation, and notice the subtle forms of connection that still exist — especially the emotions visible through the eyes. The campaign helped reinforce the joy of communication and emphasized empathy during a time of social isolation.