A record breaking response for Ukraine. How we helped the DEC raise over £400 million to support the people of Ukraine.


We needed to raise the alarm to the UK public that we were facing the greatest humanitarian crisis in Europe in decades and maximise cash income in two weeks.

The invasion of Ukraine saw a groundswell of public support and generosity. They are moved by human stories and react empathetically. Fundamentally, in times of crisis the public want to know that their funds are going to the ‘right place’.

Our task was simple, ensure the DEC was visible when people wanted to donate.

The team at JAA is part of the DEC’s Rapid Response network where we turn TV, press and digital display campaigns around in 48 hours to ensure the paid media is seen alongside editorial content.

At the end of the initial two week campaign we thanked the nation for their generosity.




In first 24 hours



Guinness World Record for biggest online fundraiser in 7 days



Equivalent to every person in UK giving £6

We are so grateful for the hard work and support you gave us during the incredible Ukraine Humanitarian Appeal. As part of the surge team that expands our small office into a dynamic hub capable of launching a massive national fundraising campaign at extremely short notice, we really couldn’t have made such a success of this appeal without you.

Pete Teverson, Direct Marketing Manager, DEC

Related Work