HUG — Help Ukraine Gothenburg

Overview

Help Ukraine Gothenburg (HUG) is one of Sweden's most active Ukrainian civil society organisations — coordinating aid, raising funds, and representing the Ukrainian community in Gothenburg since 2022.

From 2023 to 2026, I served as Head of Communications — building the organisation's public presence from the ground up, across digital channels, media appearances, and large-scale events.

My Role

As Head of Communications, I was responsible for the full communications strategy and its execution across three years of growth.

* Developed and led the overall communications and brand strategy

* Produced video content, social media campaigns, and fundraising materials

* Represented HUG at national-level partnerships and media engagements

* Coordinated content production across 7 major events

* Built and managed a team of volunteers contributing to communications

* Created 50+ partnership presentations and grant applications

The Result

Over three years, HUG grew from a local initiative into a nationally recognised organisation. The communications work helped raise significant funds, build partnerships with Swedish institutions, and keep the Ukrainian cause visible in Swedish public discourse — long after the initial wave of attention had faded.