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David Griner | May 03, 2022

This Ukraine Fundraiser Asks Other Nations to Imagine War Coming to Them

Campaign was inspired by Zelenskyy's words to Canada's Parliament

Campaign was inspired by Zelenskyy's words to Canada's Parliament


When Ukrainian President Volodymyr Zelenskyy spoke to Canada’s Parliament in March, he urged Prime Minister Justin Trudeau to picture his own nation facing the kind of endless bombardment that has shattered Ukraine.


“Imagine that at 4 in the morning, each of you hears explosions, terrible explosions,” Zelenskyy said. “Justin, imagine that you hear it, and your children hear it, hear missile strikes at Ottawa airport. Imagine you are looking for words to explain this to children. Explain to them that a large-scale war has begun. … Can you imagine the famous CN Tower in Toronto, if it was hit by Russian bombs? Of course, I don’t wish this on anyone, but this is our reality in which we live.”


In short, he asked Trudeau “to feel this—what we feel every day.”


That comment has inspired a new campaign aimed at raising funds and awareness for Ukrainian nonprofit Razom. Created by WPP-owned agencies Tank Worldwide and Grey Canada.


The “Feel What We Feel” campaign, which will run in outdoor and online, centers on a website that lets users swipe back and forth over images of three cities: Toronto, Montreal and New York. Each shows landmarks as they stand now and as they might look after being ravaged by war.


In addition to Tank Worldwide and Grey Canada, several Canadian agencies and studios came together to bring the project to life.


Rodeo FX, which won Oscars for its work on Hollywood films Rango and The Golden Compass, provided the visual effects for the campaign, and Kffein developed the microsite. Media partners Astral, BellMedia, Rogers, Yahoo, CBC and Publicité Sauvage donated prime ad space, and WPP’s Group M provided media planning and procurement.


“When this war began and we saw the scale of the human disaster unfolding, we all rallied to the cause,” said Marc Lanouette, Global CEO at Tank Worldwide. “Every dollar we raise goes to Razom.”


Razom will use the donations to help purchase and deliver more medicine items, hospital supplies, and tech-enabled emergency response devices to Eastern Ukraine.


“We are grateful to Tank Worldwide and Grey Canada for standing with Ukraine and taking the initiative in creating the Feel What We Feel campaign, and we hope that it will help us further deliver on our mission of saving as many Ukrainian lives as possible.”


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