The office of the President of Ukraine and the Government of Ukraine have launched a large-scale project focusing on the nation’s bravery.
Its goal is to make bravery the country’s biggest cultural export. The campaign is seen in more than 20 countries worldwide (USA, Canada, Poland, Germany, Italy, Austria, Netherlands, Great Britain, Spain etc). The idea of the project was created by Banda creative agency and the Ministry of Digital Transformation in Ukraine.
Everyone knows that countries’ economies are built around natural resources: some have oil, but Ukraine has bravery. Over the past month, Ukrainians revealed themselves as citizens of the bravest nation in the world. Politicians, celebrities, and influencers whose outreach spans across millions of people, showcase and quote the stories of Ukrainian Bravery.
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“Around the world, Ukrainians have been identified as a nation of brave people. We rally against the Russian occupiers and stop tanks without weapons in our hands. Our hero doctors, rescuers, utility workers, vendors, drivers, and pharmacists come to work even with the threat of fire. Ukrainian IT specialists support the country’s digital infrastructure, working on laptops in bomb shelters. It’s really something admirable. I believe that after the victory, ‘window of opportunities from across the world’ will open up for our country and our main task will be to use it correctly.” Minister of Digital Transformation Mykhailo Fedorov mentioned.
Advertising campaigns were launched both locally and internationally, with the aim to create an association between Ukraine and Bravery. Now it is crucial for Ukrainians not to lose the morale gained during the war’s first weeks. This is precisely what the internal campaign aims to do. The international campaign’s mission is to share aspects of Ukrainian bravery with the world and to create the image of a country with brave people, bold ideas, and an innovative direction.
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- “It was important for us to focus on a message that would have maximum efficacy now and in the future. What will resonate better, what will give us strength, and raise morale? With no doubts, it is Ukrainian Bravery. There will be no freedom without it, there would also have been no Ukraine… And Ukrainian Bravery is unprecedented today. The bravery of military men, the bravery of ordinary people, of our cities. There are no countries that are ready to fight against Russia, but Ukraine is fighting, and we’re doing it successfully. The whole world admires the Ukrainian Bravery now, we must consolidate this notion and have it represent Ukraine forever. This is our DNA, our national resource. Now everyone knows that bravery is being Ukrainian.” — said Pavel Vrzheshch, co-founder of Banda agency.
During the campaign for the recognition of Ukrainian Bravery, photos of Brave ended up on billboards both locally and all around the world. The project was seen in Poland, Germany, Italy, Austria, Netherlands, Great Britain, Canada, Spain, Denmark, Lithuania, Latvia, Estonia, Romania, Bulgaria, Sweden, Switzerland, USA, Norway, and more.
On the project’s website you can find short videos, and download layouts of posters, stickers, and merch to make it easier to broadcast the idea of Ukrainian Bravery to the world. You can simply print materials for demonstrations, or put up posters in your city.
We tell the world: Be Brave like Ukraine.
You can follow the project on Instagram, **Facebook, Twitter** and Tik Tok.
📌 You can download visual materials and videos by link. You can also find videos on the YouTube channel.
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