Anomalous Collaboration

ROCKETS. GROWTH R&D • Vladyslav Polonskyi — Founder & CEO • Kateryna Magon — Client Service Director • Taras Mokhonko — Strategist • Serhii Artemenko — Creative Director • Svitlana Odnovolova — Producer • Anzhelika Hruzdieva — Graphic Designer STATE EMERGENCY SERVICE OF UKRAINE (SESU) • Veronika Sydorenko, Communications Manager at the UNICEF Project Office at the State Emergency Service of Ukraine • Vita Ahabekian, Junior Communications Manager at the UNICEF Project Office at the State Emergency Service of Ukraine • Svitlana Vodolaha, Head of the Communications Department at the State Emergency Service of Ukraine UNICEF UKRAINE • Oksana Peicheva — Social & Behavior Change Officer • Svitlana Kisiliova — Social & Behavior Change Specialist • Anna Sukhodolska —Social and Behavior Change Lead GSC GAME WORLD • Belema Franklin George — PR manager, Producer of the initiative on behalf of GSC Game World GAME WORLD • Kyrylo Bykov — VO & Mocap Service Owner • Pavlo Yushchuk — Stage Director • Andrii Maksiuta — Head of Stage & Drama Direction • Oleksii Tarasenko — VO Team Lead • Yurii Falko — Sound engineer • Denys Abramenko — Lead Sound Designer • Mariia Grygorovych — Executive Producer/Head of Creative • Agostino Simonetta — Head of Publishing • Volodymyr Ushchapovskyi — Digital Marketing Producer • Anatolii Lysianyi — Marketing Designer • Oleksandra Pylypchuk — Web Programmer • Maksym Zolochevskyi — Marketing Manager • Taras Kukurian — Marketing Designer • Yevhen Bazarov — Lead Community Manager • Denys Kolesnykov — Cinematic Artist • Illia Kuzmenko — Promo Artist

Challenge: Ukraine is the most heavily mined country in the world. Teenagers aged 14–17 are the highest-risk group: 53% are prone to dangerous behavior around explosive devices. They ignore adult warnings and are overloaded with safety messaging. To be heard, we had to speak their language. Idea: We integrated mine safety rules into the world of S.T.A.L.K.E.R. 2: Heart of Chornobyl. The game’s protagonist, Skif, demonstrates a simple algorithm in a familiar in-game environment: don’t approach, don’t touch, step back the same way, call 101. No preaching — only the authority of a character they trust. Implementation: A collaboration between the State Emergency Service of Ukraine and GSC Game World. The film was shot inside the game using authentic assets and the original voice of the hero. WOM became the main driver: media, influencers, and the gaming community amplified the idea. In parallel, a targeted digital campaign (video + audio) ensured reach among teenagers. Result: - 909 organic mentions, 5.4M earned contacts, 137K engagements. - 13.7M video impressions and 1.6M audio streams (75% completion rate). 60% of the audience aged 14–19. - CTR was 5x higher than standard safety communications. - Organic reach reduced the media budget by 40% and lowered CPM by 29%.