Concert for Ukraine
Client: Disasters Emergency Committee (DEC)
ITV is Britain’s biggest commercial broadcaster. This puts us in an unmatched position to make a positive difference to our audiences and the wider world. The unfolding situation in Ukraine represented a moment in time to leverage this dynamic, to use ITV’s platforms for good. It was an opportunity to galvanise the UK around a shared goal: to raise as much money as possible to support the Disasters Emergency Committee’s (DEC) humanitarian effort in Ukraine.
The Concert for Ukraine was a one-off event, planned and delivered in under three weeks. It involved multiple partners, each bringing specialist skills and experiences essential to the project.
The single-mindedness of this goal, and the heightened focus that comes with a high-profile cause, created a clear shared agenda which drove the project - from inception to delivery.
Although this project doesn’t conform to the traditional ‘brand + agency: brief → strategy → campaign’ model, it demonstrates the value of excellence in leadership and partnership. The Concert for Ukraine raised £13.4 million for the DEC - far exceeding the initial target of £3 million. It shows what can be achieved when a group of organisations unite around a single objective that resonates with a mass target audience.