Issue: № 11, 2025
Doi: https://doi.org/10.37634/efp.2025.11.15
The paper is dedicated to a comprehensive study of domestic and international experiences in conducting informational events and communication campaigns on social media. The authors examined contemporary approaches to organizing digital communications by both state institutions and civil society organizations, as well as volunteer initiatives. The paper provides a detailed analysis of practical examples of state-led initiatives, such as the «Unified News» campaign, aimed at uniting leading Ukrainian media outlets and platforms to ensure accurate public information during martial law; the «Drone Army» initiative, which effectively mobilized financial resources through social media; and the «Information Resistance» campaign, which counters misinformation and hostile narratives using viral content strategies, targeted advertising, and collaborations with key opinion leaders. The paper also focuses on the activities of the civil sector and volunteer initiatives, including the «Come Back Alive» project, UNITED24, and «Save Ukraine». These campaigns demonstrate an effective combination of emotionally engaging content, transparent reporting, and strategic audience interaction planning, which not only informs the public but also mobilizes resources, attracts financial support, and generates international backing for Ukraine. Analysis of these Ukrainian campaigns shows average engagement rates of 10–15%, content virality exceeding 8%, and positive comment sentiment reaching 85%, confirming the high effectiveness of the applied communication strategies. Furthermore, the paper highlights the role of social media in countering misinformation, strengthening information security, and enhancing public trust in official communication sources. It is shown that the synergy between state and civil initiatives increases the effectiveness of digital campaigns, allows for prompt responses to information threats, and contributes to the formation of a positive organizational image both domestically and internationally.
Keywords : information campaigns, social media, digital communications, information security
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