6 December in Berlin, our Be—it Agency team received two awards – Product Launch and Multi-Channel Communication – at the European Excellence Awards 2025 for a campaign developed for the Ministry for Communities and Territories Development of Ukraine about the reform of international bus transportation.

The Ministry’s team began reforming this sector for the first time in 20 years.

As of 2022/23, international bus transportation was chaotic, unpredictable at border crossings, not always safe, and lacked transparency. The Ministry set out to change this systematically: launching the eQueue for licensed carriers at the border, creating a state portal for verifying routes and operators, introducing electronic permits, and developing an online account for transportation companies.

Our task was both simple and complex — to explain these changes to millions of people and to show that cross-border bus travel can be predictable and safe. While the Ministry designed and implemented the reforms and worked with carriers, our role covered insights, strategy, visual identity, video, digital, PR, and outdoor campaigns.

The impact of our collaborative work speaks for itself:

• 350+ new international routes in 2024 (one-third of the entire market)

• Over 280,000 buses from legal carriers crossed the border through eQueue

• +1.2 million bus passengers in 2024 (including those who switched from cars and those who chose buses because train tickets were hard to get)

• +7 billion UAH in ticket sales

• 30,000+ users of the state portal who check legal routes

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