In December 2023, the results of the international PISA-2022 study were published. This assessment measures math, reading, and science literacy among 15-year-olds in OECD and partner countries. Despite the war, Ukrainian students participated — and the outcomes raised red flags.

• Math: average score of 441 (down 12 points)

• Reading: 428 points (down 38 points)

• Science: 450 points (down 19 points)

Key takeaway: The foundational educational skills of Ukrainian teenagers are weakening. This is not just a challenge for the education sector — it affects every field that relies on critical thinking, analytical skills, and the ability to understand complex messages. So what can we, as a PR agency, take from this?

A topic for social communication
Quality education is no longer just corporate social responsibility. It's a matter of national security. Educational initiatives should be part of CSR strategies for clients.

A hot topic for EdTech
Online schools, educational platforms, and publishers can use this data to boost their expertise and create meaningful campaigns.

Simplicity is a must
With reading skills declining, brands must communicate even more clearly. Visuals, action-oriented language, and concise messaging are not just trends — they’re essential.

A signal for clients hiring young talent
A weakened education system today means a talent shortage tomorrow. Communications can help clients start preparing for that challenge now.

Reputation through education
Campaigns that invest in teenage development offer long-term reputational value for brands.