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Break the Ice of Prejudice — Information Campaign

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The information campaign “Break the Ice of Prejudice” is designed to debunk the myths about the charity sector, change public opinion about its activities and draw attention to the systematic work of charitable foundations.

Using specific facts and statistical information, the campaign proves that charitable foundations are essential to eradicate problems and build a systematic work of the sector.

7% of Ukrainians help through charitable foundations. This trend is caused by distrust of charities and foundations and many myths. “If only stereotypes could be transformed into physical form and get neutralized,” the Zagoriy Foundation team thought. That’s how the idea of the “Break the Ice of Prejudice” campaign was born.

Here are some examples. There is a stereotype that it is better to help a person directly than charity. Or that charitable foundations work for the promotion of their owners. Or, for example, that you don’t have to pay for work in charitable foundations because people have to work there at the call of the heart. We debunk these myths at the link (Ukrainian).

Only after we get rid of stereotypes can we build trusting and strong relationships. This is the basis for the development of the non-profit sector.

  • The campaign was launched during the Arsenal Book Festival, where Zagoriy Foundation set up a colossal iceberg symbolizing prejudices and stereotypes about charitable foundations;
  • Outdoor advertising — about 200 placements;
  • Coverage in the media — about 20 mentions.