During implementation and communication of the Ukrainian decentralisation reform, it was crucially important that people, who live in the AHs, feel ownership and joint responsibility for the development of their home (hromada). Such feeling could derive from a strong identity with their native land, villages and towns. People have to associate their own future with the further success of their hromada.
It is also clear that as amalgamation process was mostly focused on rural areas and small towns, inhabitants of big cities may not feel these benefits that the reform brings and their request for changes might not be satisfied.
The art of video storytelling which receives the highest engagement rates in social media seemed a perfect instrument for creating awareness, loyalty and interest to the decentralisation reform process and its achievements, as well as give the heroes of these stories the feeling that their efforts are fruitful and necessary not only for themselves, but for the success of the whole country.
This activity envisaged shooting 11 amalgamated hromadas describing their success stories and publishing of 11 long reads on one of the Ukrainian popular website. 11 hromadas were featured in promoting the reform to various audiences. The video were distributed on YouTube and later also featured in the high-speed “Intercity” trains.
Additional links:
- Example of a long read (Ukrainian text)
- Playlist on YouTube
The activity was organised within the framework of U-LEAD with Europe: Ukraine – Local Empowerment, Accountability and Development Programme, a multi-donor action of the European Union and its member states Denmark, Estonia, Germany, Poland and Sweden. The Programme cooperates with MinRegion in establishment of a multilevel governance system that is transparent, accountable and responsive to the needs of citizens.
