Project description:

Talking about mental health in a bank is almost a ‘know-how’. None of the financial institutions in Ukraine has dealt with this issue. Understanding how to approach this issue with more than 18 million customers and society as a whole was a major challenge. The company’s  goal was to carry out effective internal corporate communication, understanding the company’s  responsibility as an employer with more than 19,000 employees. 

The company used online and offline activities and communication channels. The street survey was conducted with a symbolic ‘measurement of the mood of Ukrainians’ at an interactive stand. On social media, there was an interactive activity with a poll. Through the mobile app we spreaded digital covers, push notifications and the ‘How are U?’ button, as well as the transformation of the Cardman mascot, which reminds of mental health after each transaction. Video screens were installed in branches. For the internal audience, a series of seminars throughout the year was organized.

Campaign results:

• Offline activity: 1 day, 100+ passers-by.
• 1186 branches show the video 12 times a day.

Privat24:

• 6 digital covers downloaded over 14 thousand times
• a 44-fold increase in conversions to the ‘How are U?’ platform during the notification campaign 
• Cardman mascot is seen 70 million times a month
• 47 media mentions with a reach of 727,000+

Internal audience: 8 webinars on the Mental Health Day were attended by 1400 employees online and another 1500 watched them on record.

Partners:

The All-Ukrainian mental health program «How Are U?», The Coordination Center for Mental Health of the Cabinet of Ministers of Ukraine, NGO «Barrier-Free»

Category: People

Company: JSC CB PRIVATBANK

About the company: 

PrivatBank is the largest state-owned bank of Ukraine. The Bank serves over 18 million active customers, while over 70% of Ukrainians use its services. The Bank is the leader in retail, introduces new and upgrades existing services for small and medium businesses, has created a strong digital ecosystem and a wide network. Over 19,000 employees make up the PrivatBank’s team.