High School Reform in Ukraine 'Profilna'

Creative idea

Ukraine introduced a historic high school reform – “Profilna” – designed to give students freedom to choose subjects and shape their future. The challenge was to explain a complex reform to teenagers, parents, and teachers nationwide. Our creative idea: treat the reform not as policy, but as a brand. “Profilna” was launched as a youth-driven identity with a fresh name, modern visual system, and integrated campaign across schools, media, and digital platforms. Instead of bureaucratic messaging, we built a cultural movement that spoke in the language of teens

Brand name: High School Reform in Ukraine 'Profilna'
Advertiser / client: Ministry of Education and Science of Ukraine, The Decentralization for Improved Democratic Education (DECIDE)
Product / service: Branding and Communication
Campaign name: High School Reform in Ukraine 'Profilna'
Agency network: INDEPENDENT AGENCY
Agency: plusone social impact, Kyiv
Agency chief executive officer: Maksym Savanevskyi
Art director: Veronika Oliinyk
Copywriter: Inna Kucher
Designer: Stanislava Brylenko
Account director (agency): Kateryna Liubytska
Managing director: Marharyta Kleshaeva
Strategic planner / strategist: Gio Arabuli
Film production: Bambuk Production
Director: Anastasia Loginova
Post production producer: Serhiy Sakal
Additional company: Ministry of Education and Science of Ukraine: Ilona Stankevych, Head of Communications Viktoriia Topol, Communications Manager, Recovery and Reform Support Team The Decentralization for Improved Democratic Education (DECIDE): Zoriana Hoshovska, Communications Expert