Social Media Campaign for the Ministry of Justice of Ukraine across Instagram, Facebook, Twitter, and YouTube
Sasquatch Digital worked on the project for four months — from June to September 2022.
The primary goal was to widely distribute information about the Tell the Truth platform among Ukrainians who could provide evidence of Russian war crimes.
Our Objectives
Ukrainian citizens aged 18–65 who witnessed or were affected by Russian war crimes, as well as anyone able to provide photo or video evidence.
Special focus was placed on people in regions affected by occupation or shelling.
Make the safety of submitting information and the importance of documenting crimes clear and accessible — without fear, with clear steps that motivate people to act in the name of justice.
Instagram and Facebook posts explaining how the platform works. Visual adaptations for Twitter, creatives for paid campaigns and visuals for influencer placements.
The media component included four 15-second YouTube pre-rolls explaining the initiative and featuring a strong call to action — to tell the truth about the occupier’s crimes. One of the videos was adapted and voiced over for broadcast on the Ukrainian national TV marathon.
Despite the complexity and sensitivity of the topic, the audience actively engaged with the content. Meta algorithm restrictions and technical challenges did not stop the campaign — the team quickly adapted approaches and delivered results.
total reach
(almost 2× over plan)
total interactions
(34× over plan on Facebook, 17× on Instagram)
total website visits
(29× over plan on Facebook, 2.5× on Instagram)
impressions among users in Ukraine on YouTube
YouTube views
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