Змінити мову (УКР)

Змінити мову (УКР)

“HavE a question? - E-reception!”: Results of the campaign promoting the use of electronic government services

The M&P Communications PR agency together with EUACI (EU Anti-Corruption Initiative) executed a campaign that encouraged ukrainians from different regions to use municipal services online.
The campaign began with a survey conducted in four cities across Ukraine where the “E-Reception” had been launched. The survey revealed a high level of trust in e-services (76%) and a desire to receive training on how to use such services (58%).

Співпраця з компанією Lenovo

Background
In early 2024, the “E-Reception” web platform, developed with the support of the EU Anti-Corruption Initiative in Ukraine (EUACI), went live in four Ukrainian cities (Zhytomyr, Chernivtsi, Chervonohrad, and Nikopol). Through the platform’s online portal, citizens could submit requests or inquiries to the mayor, city council members, and other municipal departments and organizations. Users could also create an online petition, request all categories of administrative services, and report corruption.
Initial communications
To understand the level of trust Ukrainians have in government services and where we would have to work on improving said trust, the team conducted a study in collaboration with the research agency InfoSapiens. The study examined the level of trust, usage of e-services, and attitudes towards the introduction of an online service centre among residents of four cities: 70% of respondents use government e-services to resolve their issues. Eight out of ten respondents have a positive attitude towards the introduction of an electronic reception desk in their city, and one in three respondents wishes to resolve administrative issues exclusively online.
This helped establish a foundation for communications with local and national media, as well as identify consumer habits regarding issues related to local government.
Approach to campaign development
The campaign involved building both the visual identity and the media strategy from scratch. The key priority was to reach the elderly audience, who represent a significant portion of urban public service users but face greater challenges in adopting e-services. It was also crucial to inform residents of frontline Nikopol, as well as those who had been displaced, about the ability to resolve issues online. To achieve this, we utilized nearly all available channels and tools, unified by a single approach: maximum accessibility, relevance, and simplicity in information delivery.
The campaign slogan and its visual identity were developed to highlight the initiative's primary goal: "HavE a question? — E-reception!".
Recognizing that the visuals would be displayed on billboards and citylights across Ukrainian cities, the task was to create an explicitly clear and informative visual style. We adopted an approach that showcased the e-reception's target audiences while accounting for Ukraine's current ground realities. We paired images of Ukrainians with precise messaging: concise info designed for quick comprehension by drivers on billboards, and more detailed content on citylights for commuters to read while waiting for public transport.
Based on the developed visual style, the agency created layouts for billboards and citylights, posters and flyers for city administrations, infographic templates, and news visuals. In total, 90 visual layouts were produced, including: 24 billboards, 20 citylights, 20 posters and flyers, 4 infographics, and 1 video tutorial.
Videotutorial
The research showed that every second respondent (58%) expressed a need for assistance in using such services. To explain to city residents how to use the e-reception most effectively, we developed a video tutorial outlining the steps for account registration and providing an overview of the platform's features. This video was distributed across major local media outlets, social media communities, and the official pages of city administrations.
Media communications
The launch of the e-reception centres in cities was supported by an official announcement and supporting materials detailing the platform's features and benefits. They were distributed across major local media outlets and social media communities. According to statistics, approximately 3,000 Ukrainians utilized the e-reception services during the first months of the campaign.
The research provided valuable and critical statistical data, as well as social content regarding digital consumer behavior. This ensured a consistent media presence throughout the entire campaign. News coverage was secured not only in local channels but also across national media outlets.
Partnership with influencers
When working with opinion leaders, we primarily prioritized their audience profile and analyzed its relevance. The agency team arranged to promote the e-reception in collaboration with top bloggers in each city, whose followers include all age groups and demographics. The largest segment of the reached audience consists of women, many of whom have families and will pass on the habit of using the e-reception, thereby facilitating the acquisition of more new users.
Results
In 4 months of the campaign, it generated more than 100 media placements regarding the e-reception, reaching a total of approximately 300,000 unique views from Ukrainians. Out of this total, 75,000 were reached via social media (Telegram, Facebook, Instagram).
According to statistics shared by opinion leaders, 150 users visited the e-reception website on the very first day of the integrations' publication. The overall reach was 30,000 on Instagram alone, 25,000 on Telegram, and approximately 20,000 on Facebook.

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Contacts

O.Honchara Str., 74B, office 23,Kyiv, 01054Phone: +38 093 436 96 46Email: au.p-m%40viyk

Working hours

Mon-Fri from 9:00 to 18:00Crisis communications – 24/7

SOCIAL MEDIA

© 2007-2025 M&P Communications

In case you have any questions

Please leave your contacts and we will call you!

Thank you!

We will contact you shortly

Can't send form

Please try again later.

M&P Communications

Contacts

O.Honchara Str., 74B, office 23,Kyiv, 01054Phone: +38 093 436 96 46Email: au.p-m%40viyk

Working hours

Mon-Fri from 9:00 to 18:00Crisis communications – 24/7

SOCIAL MEDIA

© 2007-2025 M&P Communications