Nothing is Truly Lost, Until it’s Forgotten

The campaign was a strategic initiative designed to raise global awareness about the abduction of Ukrainian children by Russian forces. Running from June 2024 to January 2025, the campaign began in earnest in August/September following an initial research phase that informed its strategy.

Conducted across Brazil, India, and South Africa, the campaign leveraged a multi-pronged approach encompassing media engagement, digital outreach, and political advocacy to generate impactful awareness and drive action. By adopting tailored strategies for each country, the campaign sought to address the specific challenges posed by local political dynamics, media landscapes, and public perceptions, ultimately laying the groundwork for sustained global action on this critical humanitarian issue. Unfortunately, in our world there is no shortage of people in need, and worthy causes to which people could dedicate their time, energy, resources, or attention. The most effective campaigns don't simply pull at the heartstrings, they convey a sense that that action can produce results rather than well-meaning futility. Thus, we have balanced an emotional and compelling message and strong appeal to justice and humanity, with an urgent action-oriented message that focuses on driving collective change. “Nothing is truly lost, until it’s forgotten”