Transformation Communications Activity
Following President Volodymyr Zelenskyy’s overwhelming electoral victory in 2019, the Ukrainian society was optimistic that their country was going in the right direction. However, significant skepticism about key reforms and growing regional divisions underlies this optimism.
The USAID-funded Transformation Communications Activity (TCA) partners with the Government of Ukraine, the creative sector, and civil society to effectively and efficiently communicate to Ukrainians and the world about reforms and planned activities, including steps towards European integration and further democratic transformation. The Activity uses audience research, analysis, media monitoring, and opinion polling to inform communications campaigns and approaches that will support the Government of Ukraine to convey timely and strategic communication, counteract and dispel misinformation, and bolster narratives of Ukrainian unity to boost national and international support for Ukraine in its fight for freedom and democracy. The Activity supports the creation of social impact content that brings to life the lived experiences of Ukrainians before and during the war and instills the values of democracy, inclusion, tolerance, and transparency. One of the main avenues for promoting social impact content is the PITCHUA Stories of Ukrainian Strength competition, which strives to showcase the strength and resilience of Ukrainian society to both local and global audiences by providing grant funding and expert assistance to competition winners.
By supporting the Government of Ukraine in providing reliable and timely communication, TCA strives for a free, democratic, and European future for Ukraine.
