The Challenge
Disrupt PR was tasked with the challenge of amplifying a critical message to raise funds for Ukrainian orphans during the 2022 Russian invasion, with no initial media coverage and only minimal visibility on social media.
Results from Our Efforts
Abundance International received over 300 media placements, including features on The Today Show, Fox News, CNN, BBC, and more, resulting in $500,000 raised in just 7 days, which successfully helped transport 20,000 children to safety.
On February 24th, 2022, the world learned of Russia’s invasion of Ukraine, sparking a global crisis. At Disrupt PR, we saw an opportunity to use our expertise to contribute in a meaningful way. In response, Marin Richardson, CEO of Disrupt PR, identified an urgent need to support a non-profit orphanage in Mykolaiv, Ukraine, after discovering their efforts via social media.
Faced with a dire situation— over 20,000 disabled orphans sheltered in a basement, with insufficient resources to evacuate—Marin personally reached out to the organization, determined to amplify their message and drive critical global attention.
Solving a Lack of Visibility
As war escalated, thousands of orphans were forced into a makeshift bomb shelter, and the organization urgently needed funds to relocate them to safety. Despite founder Mark Davis posting a plea for help on Facebook, Abundance International’s video garnered only 60 views, failing to gain the traction needed to raise the necessary funds. The challenge lay in a lack of visibility, compounded by limited media assets that failed to capture the attention and engagement of a broader audience. Without the right strategy to amplify their message, the situation remained dire.
The Strategy
Marin and her team immediately crafted a targeted media plan, leveraging their deep network of journalists. Instead of simply sending out mass emails, we focused on gathering the necessary assets to make the story undeniable. We coached the non-profit founder to capture compelling, horizontal video footage inside the bomb shelter—footage that we knew would resonate with top media outlets.
With these tangible assets in hand, we packaged and edited the video, presenting it directly to producers, editors, and bookers. This strategic approach led to immediate interest, with the Today Show and other major outlets picking up the story, amplifying the orphanage’s plea for global attention.
The Results
Within just 24 hours, Disrupt PR secured over 300+ media placements, including coverage on The Today Show, Fox News, CNN, HLN, and BBC. Davis’s urgent message reached millions of viewers around the world. The continuous flow of media coverage over the next week helped Davis raise $500,000 in donations—enough to transport and save 20,000 children from Ukraine to Poland.
The Disrupt PR team worked around the clock, taking shifts to ensure 24/7 media updates and outreach, demonstrating the agency’s dedication to both the cause and their unmatched execution in times of crisis.
Our Impact
Disrupt PR’s ability to swiftly engage media outlets globally showcased their expertise in crisis communications and their deep network of journalist connections. What began as a social media post with 60 views turned into a global story that helped save 20,000 lives. The campaign not only raised half a million dollars but also increased awareness about the ongoing crisis in Ukraine.
