2023

IMPOSSIBLE

Entrant

MI Health Agency

Category

Video, Commercial & Film - Public Service & Activism

Client's Name

Charitable organization

Country / Region

Ukraine

For years, the public sector in Ukraine has been supported and developed with funds from international donors. This money and expertise helped the charitable organization 100% LIFE to save many lives, make a huge medical reform, and provide special medicine like ART drugs. But with a full-scale war in Ukraine, many additional needs arose. People needed fuel for cars to deliver medicine to patients hiding from missile attacks in shelters. They bought bulletproof vests because the road to work was dangerous.

But donors` funds could be spent only on medical needs and could not be used for any other reasons. Big international donors needed years to change their bureaucratic processes and allocate money for these new extraordinary needs. But we had no time.

We decided to show donors real stories from daily CO 100% LIFE - how people from the Ukrainian public sector were working during the war. We knew we had asked for impossible bureaucratic changes, so we made a movie about all the impossible things people faced.

Valeria Rachynska, one of the movie's heroines, became a representative of the Impossible movie at the AIDS conference in Montreal, in front of G7 leaders by invitation of the White House, at Bundestag and at the French Parliament.

All this helped to speed up and increase the receipt of aid for Ukraine.

In 2022, the public sector in Ukraine received more than $53,000,000 in additional help.

Credits

Communication Director CO “100% LIFE”
Maksym Rovinskyy
Senior Communication Officer CO “100% LIFE”
Yullia Chechotkina
Creative Director
Vitalii Kapustian
Film Director
Denys Zakharov
Director MI Health
Olena Samoylenko
New Business Director MI Health
Iryna Miroshnychenko
Сlient Service Director MI Health
Kristina Vurgaft
Producer
Max Matveev
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