How do you make an educational project visible on TikTok? The TikTok account for Teach For Ukraine became a unique case. We didn’t just talk about an educational initiative — we united three different audiences on one platform: students, parents, and teachers. This approach not only increased brand awareness of the initiative, but also helped attract new participants. Even though we were not chasing millions of views, the content hit the right audience precisely: applications to each of the programs increased multiple times.
Project
Teach For Ukraine is a non-governmental organization working to ensure that every child in Ukraine can realize their potential, regardless of their place of birth or residence.
Teach — a leadership development program through teaching in small communities. It engages highly motivated graduates and young professionals to teach in small towns and villages, where they become role models and help develop local communities.
StudMentor — an intellectual volunteering program for young people who want to gain mentoring and teaching experience by helping students from frontline regions improve their knowledge through 8-week online sessions, supported by UNICEF Ukraine and GPE.
Educational Soup — a program that helps children from frontline territories catch up on knowledge lost due to the war. Students in grades 5–11 receive free lessons, mentoring or tutoring support, as well as socio-emotional support.
Our task was to draw attention to the organization through TikTok, attract new participants to the programs, and show that education can be accessible to everyone — even during times of crisis.
How We Implemented It
A TikTok strategy that united three different audiences
Educational projects often communicate either with children, or parents, or teachers. We took a different approach — we united all three audiences within one account.
The content was divided into three directions:
- For children — real-life school situations recognizable both for students and parents.
- For parents — explanations of why the initiative is useful and how it can help their child.
- For young people and future educators — a call to join the programs and become part of meaningful change.
Focusing on engagement rather than views created a synergy effect between the audiences, which became the foundation of the campaign’s success.
We didn’t need millions of views for the campaign to work. We focused on precise targeting — and it delivered results.
Influencer Collaborations
We involved influencers who helped convey the project’s message to the target audience through familiar and understandable formats.
- Sasha Webster — a lifestyle influencer with an impeccable reputation.
Through his blog, he talked about the importance of education and the Educational Soup project in his authentic, everyday format, gaining 500K views, which was 5x higher than the initial KPI.
- Ruslan Tsyhankov — the most popular teacher on TikTok, became the “voice” of the educational part of the campaign.
Influencers Valeriia Pieshykova and Tetiana Friley also joined the initiative and content creation.
The content was built around real stories of children receiving support through Educational Soup, as well as teachers who continue to transform education even in the most difficult conditions. This made the campaign sincere and brought the audience closer to the organization’s mission.
Results
📌 Applications
- StudMentor — 46 applications from TikTok, 969 in total since the start of collaboration.
- Teach — 8 registrations from TikTok, 138 applications in total.
- Educational Soup — 7 applications from TikTok, 2,109 applications in total.
📌 Community Growth & Awareness
The number of applications increased after launching TikTok, even when users did not directly indicate the source. Many learned about the project through friends who had seen the videos.
Audience comments clearly showed high engagement and genuine interest:
Victoria Tertychna, CEO of OMG agency’s TikTok studio:
«This campaign proved that TikTok is not only about entertainment, but also about real social impact. We didn’t just create content — we built a platform that engages, inspires, and changes the future of Ukrainian children».
Conclusion
TikTok can be an effective tool for social initiatives if you:
- use real stories instead of dry facts;
- give a platform to those who truly make a difference;
- aren’t afraid to involve influencers even in serious topics.
This case demonstrated that TikTok can become a powerful channel for social impact when the right strategy is applied. By uniting three audiences on one page, we created a cohesive community around the organization. Even without millions of views, we achieved high engagement by focusing on precise audience targeting.
This confirmed the effectiveness of the approach: real stories instead of dry facts, relevant influencers, and a platform for those who truly drive change. Such communication can generate not only leads, but also real-life impact.
Want powerful advertising or a TikTok promotion strategy for your brand or initiative? OMG agency TikTok studio helps projects achieve real results using digital tools. Fill out the brief — and we’ll deliver everything at the highest level.
