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Pyjama Day
Project type
🫂 Nationwide awareness and fundraising campaign
Role
👩🏻💻 Campaign Lead (full ownership: strategy, creative, production, PR, influencer & media coordination)
Period
📅 Sept – Nov 2021
Location
📍Ukraine (nationwide)
Target Audience
👥 Ukrainian general public (families, schools, businesses, influencers, media), aged 10 – 55
Recognition
⭐️ Widely recognized as the most successful Pajama Day activation to date
⭐️ Over 16M+ impressions with no paid media or influencer budget
Situation
In 2019, the creative agency Gres Todorchuk, where I worked as a PR manager, developed and launched All-Ukrainian Pajama Day for Ronald McDonald House Charities in Ukraine. The goal was to raise awareness and donations for Family Rooms in hospitals by encouraging people to wear pajamas, share photos with #деньпіжам, and contribute to the cause.
While I contributed to the original campaign in a PR role, by 2021, I had taken full ownership of the initiative — from creative development to execution. The goal for that year was to scale the project into a nationwide movement, refresh the campaign format, and drive massive media and community engagement.
Task
In 2021, I was solely responsible for the campaign’s strategy, execution, and delivery. My key tasks included:
👉🏻 Leading creative concept development and campaign positioning
👉🏻 Managing all client communication
👉🏻 Producing the main video from idea to final edit
👉🏻 Securing unpaid collaboration from influencers and celebrities
👉🏻 Coordinating media coverage across TV, radio, and online press
👉🏻 Engaging schools, NGOs, and businesses across the country to participate and amplify the message
ACTION
✅ Introduced a new creative format: a TikTok dance challenge using a licensed track by Monatik, an artist popular among younger audiences, to drive organic engagement
✅ Wrote the video script, hired a choreographer, negotiated music rights, and managed the full video production cycle — including sourcing and coordinating the production company, photographers, filming, and editing
✅ Personally negotiated pro bono participation of top Ukrainian celebrities and their families in the main campaign video, and coordinated all aspects of their involvement on set
✅ Recruited and managed influencers and celebrities, all of whom participated pro bono — the result of strong relationship-building, persuasive outreach, and authentic alignment with the campaign’s mission
✅ Secured extensive unpaid media coverage: 10 national TV segments, 3 radio guest appearances, and 48+ online media publications
✅ Mobilized a wide range of community partners — from schools and kindergartens to NGOs and private companies — by creating toolkits, sharing assets, and offering communication support
✅ Oversaw the flawless execution of all content, timelines, and reporting
RESULT
⭐️ 16,200,000 million impressions across all platforms
⭐️ 800,000 TikTok video views
⭐️ 1,000+ organic user posts from campaign participants
⭐️ 250+ influencer stories/posts, including celebrities with 1M+ followers — all unpaid
⭐️ 3.7 million viewers reached via national TV
⭐️ 10.6 million social media users reached
⭐️ 1.86 million radio listeners
⭐️ Widely recognized as the most successful Pajama Day to date, with zero paid media and zero influencer budget — driven entirely by organic reach, partnerships, and meaningful storytelling
