Client: WHO (World Health Organization)
Project: "Affordable Medicines" Program
Supported by: The Ministry of Health of Ukraine and the National Health Service of Ukraine

The System vs. The Patient

The state allocates billions for free medications, and pharmacies are ready to dispense them—yet patients remain unaware, and doctors often forget to issue the necessary prescriptions. The "Affordable Medicines" program faced an invisible barrier: distrust. People associated "free" with "low quality," while doctors continued to operate out of old habits.

WHO tasked Skykillers with a complex challenge: don't just broadcast information—change the behavior of millions.

The Bottom-Up Game

We realized that knocking on the doors of government officials would take too long. We needed to reach the patients directly. Our strategy was built on the bottom-up principle. We decided to educate citizens that quality treatment is their legal right, not a stroke of luck.

The message was direct and honest: “Your medicine is already paid for by the state. Just get the prescription.” We deliberately moved away from the "poor patient" trope, choosing instead to appeal to civic dignity.

Implementation

We launched a massive wave of awareness. Our creatives appeared where they couldn't be ignored: inside metro cars, on massive digital screens in city centers, and on billboards lining the highways.

YouTube became our primary tool for reaching the 45+ audience. We didn't just show a video; we explained the mechanics: how to get an e-prescription and how to find a pharmacy with the program's sticker.

Results: Social Impact in Numbers

• We aimed for reach, but we achieved genuine social resonance:

• Total Reach 7.7 million Ukrainians saw the campaign

• Engagement21% View Rate (1 in 5 users watched the YouTube ad to the end—a phenomenal rate for social advertising)
  Action13,000+ immediate website visits to locate the nearest pharmacy