Renewable energy is critically important for Ukraine. During the war, the country’s energy infrastructure has suffered large-scale destruction, which is why the issue of energy independence—and of controlled, renewable power—has become vital for both the state and every Ukrainian.
Historically, nuclear power has dominated Ukraine’s energy mix; however, a broader ecosystem has gradually begun to take shape—an architecture, context, and practical enabling conditions for the development of renewable energy sources. Many actors are involved in this process: businesses, civil society organisations, international donors, state authorities, local communities, and residents themselves. At the same time, each of these groups has its own expectations, fears, and perceptual barriers.
This is where the communication problem emerged: different stakeholders talk about renewable energy in different languages—or do not hear one another at all. As a result, the topic often remains at the level of political declarations and does not translate into durable public beliefs or practical action. Without informed public support, there is no systemic demand for oversight and monitoring of decision-making in the energy sector.
An additional challenge is the complexity of the issue itself. It brings together energy, economics, ecology, and the wartime context.
Our task was to create a communication and advocacy strategy that would explain in a simple and accessible way:
what renewable energy is;
what it consists of;
why it is directly linked to community autonomy, supply stability, and the country’s energy independence.
Project start: analysis and stakeholder alignment
One of the key sub-tasks was to align the main market participants—businesses, civil society organisations, and the expert community—and to clearly understand what their true priorities are and what is secondary.
To achieve this, we:
conducted an in-depth media analysis over two years, examining key topics, “pro” and “con” arguments, narratives, and the stakeholder map;
carried out strategic analysis (PESTEL, SWOT) and reviewed all available sociological research and public opinion studies;
implemented a large-scale, independent nationwide survey.
The research data revealed an important paradox, which allowed us to further deepen our understanding of the topic and develop a practical communication plan.
Strategic sessions as an alignment tool
We convened key market stakeholders for two strategic sessions several months apart.
The first session was built around work with open sources and initial hypotheses.
The second focused on validating those hypotheses with the results of qualitative and quantitative research (in-depth interviews and a representative online survey).
For both sessions, we came in with a prepared analytical foundation: a market overview, public opinion research findings, and media monitoring results. This enabled a discussion grounded not in assumptions or declarations, but in real data, audience sentiment, and the actual information landscape.
Key outcomes
As a result, we:
clearly articulated the core communication problem;
deeply segmented audiences and produced detailed profiling;
developed a creative platform for further work;
designed a communication plan tailored to each audience and its motivations.
In this way, analytical preparation and strategic sessions allowed us to move from diagnosis to a systemic solution: from research and segmentation to a clear message architecture, a creative platform, and a practical action plan for 2026.
For reference
The project was implemented at the request and with the support of the European Climate Foundation (ECF)—an international organisation working to strengthen climate-resilient, decentralised solutions for Ukraine’s recovery.
