Scroll
Veteran Hub
Communication platform, naming, identity, advertising campaign / 2023
RESEX — on sex life for wounded soldiers
Background
Patsany have been collaborating with Veteran Hub for a long time, closely following all the organization's communication and socially-significant achievements. They approached us with the idea of creating a campaign that would draw attention to the topic of sexuality among veterans who have been wounded. The team has already worked on two guides for men and women based on the research of sex and intimacy among veterans who have experienced injuries and amputations.
Us Patsany are simple: we believe that ideas can change the world, and that sex is a pleasure for everyone. Therefore, we gladly joined this important socio-creative initiative.
Us Patsany are simple: we believe that ideas can change the world, and that sex is a pleasure for everyone. Therefore, we gladly joined this important socio-creative initiative.
Objective
Developing a communication campaign within the project about sex and intimacy among veterans who have experienced injuries and amputations. The communication should raise awareness about the topic of sexuality within the veteran community and society as a whole, while also manifesting that sex after injuries is possible.
Challenge
Patsany found themselves face-to-face with several challenges
The wounded veterans are currently undergoing rehabilitation: both physiological and psychological.
Therefore, the topic of sex should not intensify the pain or retraumatize people, but rather show that sex can bring pleasure, but simply in a new way.
Our society has only recently started openly discussing sex rather than whispering about it, and sex toys are no longer seen as devilish gadgets ^_^
So, our task was not only to destigmatize and debunk the topic of sex in our society, but also to do it among wounded veterans. And that, my friends, is an extra credit task.
How We Did It
Naming
We wanted the name of the future platform to manifest the main theme of the campaign, which is returning to sex life, and its core message: regardless of the type of injury, everyone can experience, feel and enjoy sex. We’ve incorporated all these meanings into a concise, yet a meaningful name: RESEX. In our humble opinion, it turned out to be quite fitting.
The name is the audience's first contact with the campaign. We wanted this initial touch to be expressive, candid, and inviting to dialogue. RESEX is essentially sex in a new way, new approaches to sex or pleasure. Essentially, that's what our campaign is all about.
The name is the audience's first contact with the campaign. We wanted this initial touch to be expressive, candid, and inviting to dialogue. RESEX is essentially sex in a new way, new approaches to sex or pleasure. Essentially, that's what our campaign is all about.
Brandline
While RESEX immediately relates to the communication platform, we wanted the brandline to provide more information about the theme and the audience of the initiative.
The message also needed to be clear and understandable. Patsany pondered on which senses would best convey our idea, values and purpose. Thus, the brandline "On sex life for wounded soldiers" has emerged. We, Patsany, appreciate sincerity not only in life, but also in communication and creativity. Therefore, we created a descriptor that hides nothing and emphasizes what this campaign is about, what we believe in and what we want to work on.
The message also needed to be clear and understandable. Patsany pondered on which senses would best convey our idea, values and purpose. Thus, the brandline "On sex life for wounded soldiers" has emerged. We, Patsany, appreciate sincerity not only in life, but also in communication and creativity. Therefore, we created a descriptor that hides nothing and emphasizes what this campaign is about, what we believe in and what we want to work on.
Identity
Through identity, Patsany aimed to visually express the underlying meanings of the platform. We wanted it to be bold, vibrant and far from the stereotypical perception of sex and military-related themes.
The flagship colors of the identity became the shades of khaki, which resonate with the main platform audience, as well as pink and purple colors that add sensuality to the communication. The visual style is based on overlapping colorful abstract elements that constantly change positions and form different shapes.
The identity serves as a visual foundation for the platform, the advertising campaign and the two guides that the Veteran Hub team worked on.
The identity serves as a visual foundation for the platform, the advertising campaign and the two guides that the Veteran Hub team worked on.
Yes, Patsany created an identity that also has sex.
And we're a little proud of that.
Communication Platform
The name, brandline and identity formed the basis of the communication platform. We created a page for the educational campaign on the Veteran Hub subdomain. The website contains useful information about sex life for veterans who have experienced injuries and amputations along with articles on the topic.
Guides
In addition, there are two free guides for men and women available on the RESEX platform. They help establish a relationship with the body and transform injuries into a new sexual experience. Patsany created a series of colorful abstract illustrations that make the reading experience more sensual. We also carefully crafted verbal and visual senses to make the content not only interesting, but also convenient to read and view the images.
Now, the research by the Veteran Hub is showcased in the guides in the company of vibrant abstract images that complement their content. A wonderful company, we think.
Now, the research by the Veteran Hub is showcased in the guides in the company of vibrant abstract images that complement their content. A wonderful company, we think.
Advertising Campaign
The first flight is a responsible matter. Patsany wanted to make the campaign bold – not audacious and candid – but not vulgar or sensitive – but not pitying and playful – but not frivolous. We didn't just want to exploit a topic that’s polarizing to society, we wanted to reveal it from new angles and emphasize its importance.
We embodied all our aspirations in a series of videos featuring soldiers and posters that adorned the streets of Kyiv and Vinnytsia.
We embodied all our aspirations in a series of videos featuring soldiers and posters that adorned the streets of Kyiv and Vinnytsia.
Naming
If the name of the platform can encompass various messages, thoughts and ideas, we wanted the campaign name to work with senses more precisely.
"Liubys’" [Love] is a playful and tenderly candid name for the flight that suggests having sex, experiencing pleasure, loving partners and yourself.
Unlike the traditional and conventional word "kokhaisia" (meaning "love"), which immediately implies exclusively romantic relationships, "liubys’" offers more freedom and context. Because sex can be very diverse: gentle or brutal, oral or penetrative, with one or multiple partners, with someone you have a romantic relationship with or with those with whom you share pure passion.
"Liubys’" [Love] is a playful and tenderly candid name for the flight that suggests having sex, experiencing pleasure, loving partners and yourself.
Unlike the traditional and conventional word "kokhaisia" (meaning "love"), which immediately implies exclusively romantic relationships, "liubys’" offers more freedom and context. Because sex can be very diverse: gentle or brutal, oral or penetrative, with one or multiple partners, with someone you have a romantic relationship with or with those with whom you share pure passion.
Sex is a space for experimentation, sensations, rethinking sexuality and corporeality and experiencing different types of pleasure. "Liubys’" is precisely about that.
Videos
In the series of four videos, we address the members of the military and say that regardless of the type of injury, everyone can experience, feel and enjoy sex. This idea was the leitmotif of all the work that we did: from the concept and script to filming and post-production. No matter how you look, how old you are, how long you haven’t had sex, or what type of injury you have: the main thing is, "Liubys’." This phrase became the main message of the flight because sex is a pleasure for everyone.
It was important for us to make the videos playful. We wanted to convey that sex for people with injuries or amputees can be just as sensual and passionate as any other. We wanted these stories to have an elevated and inspiring vibe, rather than communicate this topic through tragedy and drama.
Injured soldiers and their partners who have lived through every story became the main characters of the videos. To be honest, we even felt a little awkward at times and cameras got foggy because it was too hot on the set.
It was important for us to make the videos playful. We wanted to convey that sex for people with injuries or amputees can be just as sensual and passionate as any other. We wanted these stories to have an elevated and inspiring vibe, rather than communicate this topic through tragedy and drama.
Injured soldiers and their partners who have lived through every story became the main characters of the videos. To be honest, we even felt a little awkward at times and cameras got foggy because it was too hot on the set.
Posters
We created bright and expressive posters that displayed common stereotypical questions about sex after injury or trauma: whether it was possible to be interested in sex, satisfy partners, feel sexy and confident; whether sex after injury always becomes something serious and uncomfortable.
And on these same posters, we answered these questions while debunking myths. Patsany distributed the posters on the streets of Kyiv and Vinnytsia, in cities where the Veteran Hub points are located. People noticed them, took photos, scanned the QR code to visit the website and delved deeper into the topic that we highlighted. In short, the mission was accomplished.
Results
The first flight took place on May 23-31, during which various Ukrainian media outlets covered the RESEX platform and the "Liubys" campaign, including NV, Liga, Suspilne, The Village, Svidomi, Wonderzine, Bird in Flight, Khmarochos, Shpalta, Gwara media, Nakypilo as well as the Telegram channels Ukraine NOW і BDSN, with a total of over 50 mentions. The organic reach of the campaign was 750,000.
We developed dozens of creatives for performance marketing to spread information about the educational guides. We launched promos on Meta and YouTube.
We achieved these beautiful numbers that we enjoy so much at Patsany.
We developed dozens of creatives for performance marketing to spread information about the educational guides. We launched promos on Meta and YouTube.
We achieved these beautiful numbers that we enjoy so much at Patsany.
500 355
META coverage (CPC $0.07)711 891
YouTube reach (CPC $0.36)750 000+
PR coverage (earned media, $0)12 541
The total number of views of the manuals492 793
The total number of video views250 000+
Offline coverageThe overall reach of the campaign was 2.2 million people. That's what we call reach!
Patsany created a communication platform, developed a name, brandline, identity, filmed sensual videos and created vivid posters: we became part of important social changes and made our creative and communicative contribution to the rehabilitation of our military personnel, their mental well-being and sexuality.
We are proud of what Veteran Hub does, our military and this case. At Patsany, we are simple: we said what was on our minds.
We are proud of what Veteran Hub does, our military and this case. At Patsany, we are simple: we said what was on our minds.
Project
Team
Team
Veteran Hub
Head of Communications: Halyna Alomova
Project Manager: Kateryna Skorokhod
Junior Project Manager: Bohdana Rudenka
Senior Editor: Naia Bidonko
SMM Manager: Antonina Khabula
Patsany Agency
Creative director: Dmytro Yatsyna
Art director: Inna Alimova
Copywriter: Sasha Faina
Illustrator: Yulia Nagorna
PR Lead: Olha Yurieva
PR Manager: Kateryna Chamlai
Layout designer: Margarita Yarmak
Typography: Huss
Divchata Agency
Project manager: Masha Markina
Copywriter: Nadiia Sazonova
Influencer Manager: Alina Dmytruk
Designer: Oksana Krasnoshchok
Designer: Anastasiia Kovalenko
Corrector: Vira Semenova
PPC specialist: Danylo Silchenko
Account Director: Anna Sydorenko
Production
Director: Kateryna Mingazirova
DOP: Vlad Penkov
Producer: Vladyslava Konstantinovska
Focus-puller: Serhii Zakrevskiy
1AC: Vlad Dorofeev
Gaffer: Igor Zhdanovskiy
Set designer: Anastasiia Horbunova
Assistant: Oleksandr Stasiuk
Key Makeup: Maryna Zhylova
Directors of Editing: Kateryna Mingazirova
CC: Olha Kriukova
Music, Sound editing: Dima Tsyganenko
WEBSITE
UI/UX designer: Catalina Huliakova
Technical manager: Viktor Sytnik
Contact Us →
Як зручно – так і пиши.
Можна на пошту, а можна до Telegram.
Твоє життя, твої правила!
Можна на пошту, а можна до Telegram.
Твоє життя, твої правила!
Phone
+38 093 929 83 84
Patsany Agency with love © 2024 All rights reserved