Responses by Oksana Gonchar, creative group head; and Serhii Prońkin, project team lead, ISD Group.
Background: One of the steps towards equality in Ukrainian society is the adoption of a law that introduces criminal liability for hate crimes, particularly against LGBTQ+ individuals. For LGBTQ+ rights group Rizni.Rivni, we created the One-Wall Shelter, a public installation that would engender resonance and discussion around this law so the Ukrainian parliament would finally consider it. Our target audience was people who, with the onset of Russia’s full-scale invasion of Ukraine, began to express their civic position, delved into political and social processes, and advocated for human rights in the broadest sense because they demanded positive changes in their country.
Design thinking: The topic of LGBTQ+ issues, unfortunately, remains quite triggering for Ukrainian society, so we understood that we wouldn't avoid disagreements. Therefore, we needed a metaphor that would be clear to Ukrainians and effectively convey the importance of the law for all vulnerable groups in society. This metaphor became the One-Wall Shelter, which, instead of providing protection, demonstrates the vulnerability of these individuals.
Challenges: Making the anti-discrimination law important in a society where anything unrelated to the war is perceived as “untimely.” We had to implement the campaign at a time when the entire country was discussing severe power shortages, worsening situations on the front lines and constant enemy shelling. Therefore, the only way to overcome this challenge was to integrate into the existing context.
Favorite details: The installation’s universality. We quickly developed a simple idea yet effectively demonstrated the vulnerability of many categories without focusing solely on LGBTQ+ issues.
Also, the craftsmanship. It was important not to replicate the design of a real shelter to avoid triggering people traumatized by the war while also avoiding becoming just another art object that “beautifully depicts reality.” We struck this balance in the design. The installation looked concise with a visually recognizable “shelter" sign for Ukrainians, and all informational materials were organically integrated.
Time constraints: We had four weeks to implement the campaign from the moment the brief reached the agency. We wanted to launch the campaign during Pride Month and specifically just before Constitution Day of Ukraine on June 28. That way, the discussion about human rights would be highly relevant for the media and the public. We sought a solution that was very simple yet emotional to achieve our desired resonance.
Specific project demands: The idea of the shelter was risky because we knew we might not get permission from the local authorities. To install an exhibit on such a sensitive topic, directly addressed to the government, in the central square of a capital city that is in a state of war, between two of the oldest cathedrals in Eastern Europe (when the church is a major opponent of the bill) and under constant missile attacks from Russia—it sounds absurd and almost impossible. The number of permits we had to obtain was significantly higher compared to pre-war times. However, we were aided by allies in the Verkhovna Rada, the parliament of Ukraine, and human rights organizations, the persistence of which enabled us to secure all the necessary permits in an extremely short time. This feat proves the demand for such changes in Ukrainian society and shows that they are ready to achieve even the impossible to make it happen.
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