'Light Holds On' Shines at the Global SABRE Awards 2026
The 'Light Holds On' campaign has been selected among the top 40 communication projects worldwide at the Global SABRE Awards 2026. Notably, it is the only project representing Ukraine in the final stage of this prestigious competition. The Global SABRE Awards jury reviewed over 5,500 submissions from more than 60 countries, highlighting the campaign’s exceptional impact. The winners will be announced on October 26 in Chicago.
Key Highlights of the Campaign
The 'Light Holds On' initiative features several powerful elements:
- A projection on the iconic 'Motherland' monument symbolizing the unity and resilience of the Ukrainian people.
- The installation of a Christmas tree near the 'Zavertaylo' café-pastry shop, bringing festive spirit during challenging times.
- A performance of the traditional Ukrainian carol 'Shchedryk' at a thermal power plant damaged by Russian shelling, serving as a potent symbol of hope and recovery.
World boxing champion Oleksandr Usyk actively participated in DTEK’s global initiative to restore Ukraine’s energy infrastructure by releasing the anthem 'Battle for Light.' This song honors Ukrainian rescuers, DTEK energy workers, and air defense forces, emphasizing solidarity and support during the country’s difficult period.
The 'Light Holds On' campaign exemplifies how strategic communication can unite people and bolster national morale, showcasing the strength and perseverance of the Ukrainian nation.
This international recognition affirms Ukraine’s ability to innovate and craft powerful communication strategies even amidst adversity. The campaign’s presence at the Global SABRE Awards not only highlights Ukrainian creativity but also draws global attention to Ukraine’s ongoing challenges and the need for international support during wartime. It offers a compelling model for other nations aiming to spotlight their struggles and achievements on the world stage.