
Agency	PRP
Creative head	Yulia Gumenyak, PRP B2C Lead
Author of idea	Aryna Satovska-Lytvynenko, PRP Vice-President
Product	Coca-Cola brand
Description	Though in the minds of many Europeans it is still associated with Chornobyl, awareness of environmental problems in Ukraine is quite low. EURO 2012 was the first world-class sports event ever hosted in Ukraine, generating mixed feelings due to increasing marketing hype. As a socially responsible company, Coca-Cola decided to leverage its partnership with UEFA EURO 2012 to start changing the mindset of Ukrainians towards ecology, while creating an extensive environmental legacy program for youth. In order to overcome indifference and engage youth we created a space for socializing and spoke about environment in a positive way, focusing not on the bad state of ecology, but emphasizing the role of community initiatives to make their cities better. An integrated communications program “Coca-Cola Ecofan - Change Your City for EUFA EURO 2012™” promoted environmentally friendly practices, changing attitude and behavior of people. We united young activists from EURO host cities based on their patriotic feelings towards their native cities as the long-term driving motivational force. The project was structured as a competition among the 4 host cities: since December 2011 teams of young volunteers turned their cities green to prepare them for the Championship and win a prize– grant for a large eco-project for their city. The program, being an integral part of Coca-Cola’s EURO 2012 campaign, achieved tremendous success and became a recognized best practice among Coca-Cola worldwide offices. By June 2012 we created the biggest online community of ecological activists in Ukraine, engaging over 22,500 people, and establishing over 340 mln. contacts with target audience all over the country, generating free media coverage worth $ 275,000+. Project awareness reached an astonishing 42% among internet users in just 6 months, with no advertising outside social networks. Journalists’ perception of Coca-Cola as environmentally-responsible company increased from 11% to 54%.
Team members	Olesya Zhulynska, Coca-Cola Ukraine Region PA/C Manager Olga Chumak, Coca-Cola Ukraine Media Relations Manager Natalia Olbert-Sinko, PRP Managing Director Natalia Popovych, PRP Group President Yulia Chernomorets, PRP Account Manager Irina Prudchenko, PRP Events Manager Leonid Marushchak, PRP Designer

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