«Teach for Ukraine» on TikTok: Winning the Hearts of Different Target Audiences

Creative idea

The core creative idea was to unite three different audiences — students, parents, and teachers — on one emotional platform, showing real stories of learning during wartime. Instead of separate narratives, we built a shared space where children’s resilience, parental support, and teachers’ dedication became interconnected. TikTok became our stage for raw, heartfelt stories told in the native voice of each group. Teachers were shown not just as educators, but as community changemakers. This storytelling-driven concept allowed us to humanize education, spark motivation, and inspire action — all without paid media, relying solely on the emotional power of real experiences.

Brand name: Teach for Ukraine
Advertiser / client: Teach for Ukraine
Product / service: Education
Campaign name: «Teach for Ukraine» on TikTok: Winning the Hearts of Different Target Audiences
Agency network: INDEPENDENT AGENCY
Agency: OMG Agency, Kyiv
Web address: https://www.tiktok.com/@teach.for.ukraine
Agency chief executive officer: Dmytro Dyuzhev, CEO OMG agency
Chief creative officer: Viktoria Tertychna, Head of Tiktok by OMG agency
Executive creative director: Mykyta Upatov, COO OMG agency
Creative director: Antonina Kuzmich, Creative director DUMY (by OMG agency)
Copywriter: Ruslana Molnar, Copywriter OMG agency
Account director (agency): Vladislava Petrenko, Project manager of Tiktok OMG agency
Strategic planner / strategist: Anastasia Kostina, Creative Strategist DUMY (by OMG agency)