Disasters Emergency Committee
Rapid Response Network for Ukraine
Overview
Mobilising a nation when every hour mattered
When a full-scale invasion was launched on Ukraine, the DEC needed to mobilise public support at extraordinary speed. JAA helped activate paid and donated media across offline and online channels – putting the Ukraine Humanitarian Appeal in front of the nation and making it easy to act.
The Real Problem
Mobilising a nation when every hour mattered
The DEC brings together 15 leading UK aid charities when humanitarian crises strike. As the emergency in Ukraine unfolded, the challenge was to launch rapidly, reach as much of the UK as possible and give people clear, immediate ways to help.
The Trait
The fight we picked
The DEC’s Rapid Response Network gave the appeal extraordinary potential reach. Our job was to harness it quickly – bringing media owners, partners and channels together behind one unmistakable call for support.
The Strategy
Be everywhere people were looking
This wasn’t a moment for a narrow media plan. We used the full communications mix across paid and donated media, online and offline, to create national visibility quickly and keep the appeal front of mind as the crisis unfolded.
The Tactic
Mobilise media at speed and scale
The appeal appeared across high-profile TV, press, OOH and digital environments, supported by extensive donated media and editorial attention.
JAA’s role was to help coordinate that reach at pace, creating as many opportunities as possible for the public to see the appeal and donate. The wider JAA account of its rapid-response work also describes getting crisis media live across digital, AV and print within 24 hours.
Results
The UK responded fast
At its fastest, the appeal was raising approximately £1 million an hour. By the £300m milestone, the total was equivalent to around £6 for every person in the UK.
£100m
£200m
£300m
