Project Ukraine

As the conflict enters its fourth year, public attention towards the war in Ukraine is waning. With new crises unfolding, such as the war in Gaza and the political upheaval of the US, the Russian invasion of Ukraine is receiving less impactful media coverage, fewer human stories, and thus slipping from public consciousness.

This loss of attention has real consequences. Without sustained awareness, Australians are less likely to pressure political leaders to support Ukraine, or even to recognise that this brutal, large-scale invasion is ongoing, and that people are still being killed, injured, and displaced every day.

There is a critical need to re-humanise the Ukrainian conflict. To remind people that this is not just a geopolitical issue, but a human tragedy — still unfolding, still urgent, and still deserving of global solidarity and support.

At its heart, this series is a social justice project. We aim to shift the Australian consciousness — to remind viewers that this war is not a distant political issue, but a humanitarian crisis. Through raw, intimate storytelling, we put names and faces to headlines, revealing the courage, resilience, and humanity of those caught in the conflict.

We’ve chosen the web series format to ensure accessibility across demographics and platforms, maximising reach and engagement. It allows us to speak to everyday Australians — from students to retirees — and encourage empathy, education, and action.

Our goals are twofold:
Human empathy and solidarity with people impacted by war.
Political awareness and pressure — to keep this issue on Australia’s agenda, push our leaders to further support Ukraine and ultimately end the war.

This is not just a war story. It’s a love story, a call to action, and a reminder that caring is not a passive act. It’s a powerful force for change.

We want individuals to engage with the human realities of war: to educate themselves, share what they learn, and have conversations. That’s why we’ve made this an accessible, shortform series: to make it easy to watch, understand, and share.

At a community level, we aim to raise Australia’s collective awareness of the war in Ukraine: how it began, how it affects lives, and why it still matters. We hope to inspire pressure on our political leaders to continue supporting Ukraine, both through public condemnation of the invasion and fiscal aid. This tells powerful nations the world won’t tolerate expansionist violence — and tells Ukraine they are seen.

Systemically, we believe media helps shape history. This series is our contribution to that record — a testament to real people living through war, and a reminder that political noise must never drown out human stories.

We’ve designed this series to be engaging for Australians aged 25–55. While younger audiences can certainly be politically active and curious, we believe viewers aged 25+ are more likely to have the maturity to fully engage with content of this nature. The upper age range reflects the digital-first format, which may be less appealing to those over 55. Through our partnership with Interplay Media, we’ll target three key archetypes: the Activist (driven by justice), the Sharer (who wants to spark discussion), and the Learner (seeking thoughtful, high quality original media). Using algorithm-informed insights and bespoke social cutdowns, we’ll tailor content to to appeal to these archetypes.

Rather than issuing a single call to action, this series is designed to empower viewers with the knowledge and emotional connection needed to take informed action in their own way. We don’t want to tell people what to do — we want to equip them with powerful, truthful storytelling that becomes part of their arsenal for doing good. Through exposure to real human experiences, viewers are encouraged to educate themselves further, grow their empathy, and consider their role in supporting justice and peace. Whether that leads to conversation, advocacy, or deeper political engagement is up to them; our goal is to offer quality media that inspires thoughtful, self-directed action.