Leading marketing and advertising agencies in Ukraine halted business activities to combat misinformation about the Russian invasion and support the government with communication strategies to make what is happening in their country known throughout the world.
“We are willing to fight to the death for our freedom”said Igor Potievsky, CEO of MediaHead digital agencybased in kyiv, before international media.
the ukrainian agency ISD Groupp also created a briefing to encourage creatives from around the world to create support campaigns with the premise: “Your work may not win Cannes, but it will help save the lives of millions of people.”
Bandfor example, is another agency in kyiv that, with a compilation of videos and photos taken with cell phones, showed the destruction that Ukrainians face.
“Ukraine is now, and now it is special (…) Ukraine now is all of us”be the voiceover.
The video uses the slogan and script of a campaign that Banda created in 2018 to show all that Ukraine has to offer.
“I think our Ukrainian advertising agencies are responding to the Russian invasion. I believe that our value as a country is freedom. This value is very strong. We do not want to be part of Russia. We have talent and creativity. We have a lot of interesting people here and we can be part of the modern world; That’s why we fight”, he highlighted. Dmitry Adabir, the commercial director of the advertising agency.
However, beyond the creation of professional content and campaigns, civil associations, agencies, media, human rights institutions, brands and social network users have created their own strategies to promote volunteering and social support for Ukraine and their displaced.
Russian-Ukrainian propaganda and broadcasting on networks
Before the invasion, the official Ukrainian Twitter account shared an untitled cartoon that caused controversy on the internet, as Russian President Vladimir Putin is seen as a pupil of Adolf Hitler. The smiling “teacher” would be lecturing the invader in the image.
— Ukraine / Україна (@Ukraine) February 24, 2022
As part of the support broadcast, Clear Channel also staged one of the largest outdoor advertising campaigns in support of Ukraine, where it broadcast a message rejecting the Putin government and its military moves.
“We are united with Ukraine” (United with stand with Ukraine), say the mupis that have appeared in Madrid and Barcelona, by the hand of the signature orchestrated by the American company Out of Home Advertising Association of America (OAAA),
We join the general feeling and we also want the war conflict to end. ☮️ 🕊#StopWarInUkraine💛 💙#StopWar #Ukraine #ukraine #PlatformForBrands #PlatformForGood pic.twitter.com/KRvMl7y9JO
— Clear Channel Spain (@clearchannelES) February 28, 2022
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