This Dostupno.UA campaign reframes veteran resilience through real stories and documentary craft — Clapboard's Global Ad Archive.

Media / Entertainment

From the fight for freedom to the fight for inclusivity - Dostupno.UA | Clapboard Ad Archive

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From the fight for freedom to the fight for inclusivity - Dostupno.UA | Clapboard Ad Archive

From the frontlines of Ukraine’s ongoing conflict to the battle for a more inclusive society, Dostupno.UA’s 2023 campaign From the fight for freedom to the fight for inclusivity, crafted by linza agency, stands as a compelling benchmark in the Media / Entertainment space for how authentic storytelling can redefine public perception around war-disabled veterans. Conceived within the IREX veterans’ reintegration program, this campaign addresses the urgent psychological and informational needs of war-affected Ukrainians who have sustained disabilities, directly confronting the widespread gap in accessible rehabilitation and support knowledge with clarity and purpose. The strategic core pivots on the highly relatable, real-life journey of Oleksandr Budko—known as Teren—a soldier who lost both legs in combat yet actively pursues athletic achievement and social engagement, offering the campaign’s target audience a tangible model of resilience and possibility. Leaning into a documentary style that avoids empty symbolism and manufactured drama, linza agency leverages what Clapboard’s taxonomy would classify as FORMAT#10—Associated User Imagery, centering Teren’s lived experience as a practical beacon for veterans navigating post-injury adaptation. This choice grounds the communication in a user archetype that viewers in similar circumstances can identify with or aspire to, eschewing celebrity endorsements or contrived plot devices in favor of lived credibility and emotional truth. The execution spans digital video, public space posters equipped with QR codes, broad-based social media activation, tactical outdoor placements, and influencer partnerships—all reinforcing the message that disability is not a sentence but a new context in which full, rewarding participation in society remains possible. By weaving individual story into actionable information—covering everything from navigating bureaucracy and accessing psychological support to concrete steps for rehabilitation and employment readiness—the campaign bridges inspiration with utility, driving both awareness and practical engagement. Crucially, Dostupno.UA and linza agency situate the campaign as both a call to empathy for the broader public and a lifeline of solidarity for those living with new disabilities, reaching over ten million people and amplifying the urgency of social integration against a backdrop of rising need. This multidimensional creative and media strategy positions Dostupno.UA not simply as an advocacy brand but as an ecosystem of guidance and empowerment for Ukraine’s disabled veterans, directly challenging cultural stigma and summoning community action. Clapboard rates this 69/100. In a market where documentary realism too often gets shortchanged for spectacle, this campaign signals the renewed potency of lived experience and practical optimism as brand assets in driving genuine change.

Credits

Client

Dostupno.UA

Agency

linza production

Ceo

Ira Shostak — linza agency and linza production;

Creative Lead

Les Yakymchuk — linza agency and linza production;

Producer

Daria Sinelnikova — linza agency;

Art Director

Olena Zenchenko — linza agency;

Creative Copywriter

Mykhailo Komarov — linza agency and linza production;

Head Of Pr

Izabella Aronson — linza agency and linza production;

Pr Manager

Anna Sovshchak — linza agency;, Anna Tymoshenko — linza agency;

Animation

Yulia Plevako — linza agency and linza production;

Sound Designer

Mykhailo Myronenko — linza agency and linza production;, Pavlo Koval — linza agency and linza production.

Director

Natalia Dzhura — linza agency;

The campaign “From the fight for freedom to the fight for inclusivity” by Dostupno.UA, developed in collaboration with linza production and IREX, addresses the reintegration challenges faced by war veterans in Ukraine who have become disabled due to conflict injuries. Its core proposition conveys that disability does not signify an end but rather a new chapter in active social engagement. The campaign underscores resilience through authentic storytelling, exemplified by the journey of Oleksandr Budko, a double leg amputee soldier, to inspire others facing similar hardships. It promises psychological support, practical information, and visibility to veterans, positioning Dostupno.UA as a critical resource in their social and rehabilitation pathways. Strategically, the campaign leverages the emotional power of real-life narratives to create empathy and societal awareness for a marginalized group whose numbers have grown due to ongoing conflict. By featuring an honest portrayal of the protagonist’s acceptance and adaptation, it humanizes disability and counters stigma, serving as both motivation and a call to societal responsibility. The approach integrates multiple communication channels—digital video content, outdoor posters with QR codes, social media, and collaborations with influential voices—to maximize reach and accessibility. This multi-platform strategy targets both veterans and the wider public across Ukraine, the UK, and Europe, aiming to foster inclusion and ensure veterans understand where to find assistance in rehabilitation, documentation, and employment. The campaign’s success in reaching over 10 million people results from this blend of narrative authenticity and broad-channel distribution, effectively aligning social impact with practical support needs amid a complex and evolving post-war context.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign centers on real-life veteran Oleksandr Budko, who lost his legs in the war and now embodies resilience and successful reintegration after disability. Throughout the narrative, Budko is depicted as both an everyman and an inspirational figure, offering a tangible, empathetic example for others facing similar life-altering circumstances. The campaign purposefully motivates and informs by showcasing “people like you”—directly tapping into relatable, aspirational user imagery, rather than dramatizing a story arc where a product resolves the conflict. The focus is on Budko’s journey, symbolizing what is possible for viewers, aligning perfectly with the ASSOCIATED USER IMAGERY format. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Help for Heroes – Positioned as a leading UK-based charity focused on comprehensive support for veterans, including mental health, rehabilitation, and employment. They differentiate through their extensive veteran-specific programs and established reputation in public fundraising and advocacy within the military community. 2. Blue Shield of Ukraine – Serving as a critical humanitarian media platform, this organization focuses on war-affected populations by delivering timely information, psychological support, and rehabilitation guidance. Their strength lies in direct engagement with conflict zones and leveraging digital outreach for immediate assistance. 3. Wounded Warrior Project – An internationally recognized nonprofit that advocates for US and allied veterans’ reintegration, specializing in wellness and career development. Their strategic angle is holistic veteran care backed by extensive research and large-scale fundraising campaigns. 4. Disability Rights International – A global public interest organization that champions the human rights of disabled individuals, including war survivors. Their approach integrates legal advocacy with media campaigns to drive systemic change and public consciousness around disability inclusion. 5. War Child – A prominent NGO combining media storytelling with direct support to children and families impacted by war. They differentiate by focusing on long-term psychological rehabilitation and educational opportunities, creating emotional narratives that drive public empathy and funding.

Q: What is From the fight for freedom to the fight for inclusivity about? A: From the fight for freedom to the fight for inclusivity is a 2023 campaign developed by linza agency for Dostupno.UA in Ukraine. The campaign was created as part of the IREX veterans' reintegration program and centers on supporting individuals who have become disabled as a result of the ongoing war, particularly veterans with musculoskeletal injuries. Through a series of documentary-style videos featuring Oleksandr Budko (Teren), a double amputee veteran, the campaign delivers motivational and informational content to inspire resilience, provide psychological support, and offer practical guidance on rehabilitation, employment, and navigating administrative processes. Q: What creative device does From the fight for freedom to the fight for inclusivity use? A: From the fight for freedom to the fight for inclusivity employs the Associated User Imagery format, as classified by Clapboard's 12-format taxonomy. This creative device centers the narrative on a real, relatable individual—Oleksandr Budko (Teren)—whose personal journey from injury to active civilian life serves as both inspiration and practical example for others in similar circumstances. The campaign avoids dramatization or celebrity endorsement, instead leveraging authentic documentary storytelling to foster empathy and motivate action among its target audience. Q: What is the campaign proposition for From the fight for freedom to the fight for inclusivity? A: The campaign proposition for From the fight for freedom to the fight for inclusivity positions Dostupno.UA as a champion for war-affected individuals with disabilities, especially veterans. The brand communicates that disability is not a sentence but a new chapter that can be met with resilience, engagement, and purpose. By targeting both disabled veterans and the broader public, the campaign underscores the importance of societal inclusion and practical support, offering clear information and positive real-life examples to empower those affected and encourage community-wide recognition and action. Q: How does From the fight for freedom to the fight for inclusivity rank in Clapboard's archive? A: From the fight for freedom to the fight for inclusivity holds a Clapboard Campaign Score of 69/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. Q: Who are the competitors in Dostupno.UA's category? A: In Dostupno.UA's category, key competitors include Ukrainian Space, which leads with multimedia storytelling focused on social inclusion and veteran reintegration; Veteran.ua, positioned as a digital hub for veteran affairs and disability advocacy with a strong emphasis on practical resources; Soldiers of Ukraine Foundation Media, which combines documentary content with direct community engagement and support services; Hromadske.ua, known for investigative journalism and in-depth analysis of public interest and veterans’ issues; and Army SOS Media, which blends real-time war coverage with human interest stories and grassroots support for disabled veterans’ reintegration.

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