The One Show

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2023 One Show - Public Relations


Agency Publicis Groupe Benelux / Amsterdam + Publicis Groupe Benelux / Brussels

Client Ukrainian Witness


Community Building

Annual ID


About the Work

On February 24, 2022 Russia invades Ukraine. Days after the first shock, Ukrainian Witness started to fight back digitally. In Russia it’s hard to find the truth. Free press is blocked, and so are the most social media channels. There’s one route that remains open: Wikipedia. Everyone can change a Wikipedia-page. That’s the way in for Ukrainian Witness. Every month, 10.9 million Russians visit the Russian Wikipedia. So, simply by adding pictures of devastation on Ukrainian city pages on the Russian Wikipedia the truth about the war was shown in Russia. But then, Russian bots started deleting these pictures. To win this fight, Ukrainian Witness called for help and collaborated with Wikipedia editors around the world to keep making changes, and to make them last. It worked. The number of editors bringing the truth doubled. The total amount of edits they made also doubled. Russian views on the ten biggest Ukrainian city pages on the Russian Wikipedia increased by 242%. And as long as the war continues, so does the mobilised Wikipedia community.

2023 Awards

Total Points: 3




Publicis Groupe Benelux / Amsterdam
Publicis Groupe Benelux / Brussels
Publicis Groupe Ukraine / Kyiv

Client / Brand

Ukrainian Witness / Kyiv

Music / Sound Production Company

MassiveMusic / Warsaw
MassiveMusic / Amsterdam
Soundsright / Amsterdam
Stereotypy Studio / Warsaw

Art Director

Steef Nijhof


Sander Bergmeijer

Chief Creative Officer

Eduardo Marques

Executive Creative Director

Friso Ludenhoff
Maarten Vrouwes

Executive Producer

Lodewijk Pöttker


Enver Kikava

Chief LegalTech Officer

Elena Andriyenko

Creative development

Quinten de Pauw

Creative Trainee

Luiza Victorino
Ryan Castro

Digital artist

Gilles Capelluto

Editor in Chief

Sergey Melnychuk

Executive Director

Olga Semenova


Vitaliy Deynega

Head of Content

Olga Buzunova

Head of Digital

Sofiya Nikolina

IT Support

Evgeniy Fedyanin


Oleksii Prodaivoda
Yurii Velychko

New Business Director

Dmytro Grushevsky

PR advisor

Judith Koop
Laura Frerich

SMM Specialist

Yuliia Bilinska

Voice Over

Alicja Sajewicz

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