New global communication campaign #WhatWeAreFightingFor starts on February 24, 2023 — the anniversary of russia’s full-scale invasion of Ukraine. Its aim is to explain to foreign audiences why the territorial integrity of Ukraine can’t be questioned under any circumstances and what every Ukrainian is fighting for, including global peace, freedom and the future of the world. The campaign promotes the principles of peace, integrated into the President’s Peace Formula. It also explains the values of Ukrainians shared with the world’s nations and celebrates the diversity of Ukrainian regions. #WhatWeAreFightingFor campaign is funded by the European Union.

The campaign embraces the voices of real Ukrainians, shared with the campaign team after its teaser was released jointly with President of Ukraine Volodymyr Zelenskyy in October 2022. For many, the most important reason is to protect their home, family, origin, and culture. 

“One year ago, on February 24, russia launched its full-scale invasion of Ukraine, preceded by 8 years of aggression against our country. Ukraine has fought back with bravery and dignity. Because we know what we are fighting for. We are defending our land, our families, and our homes. Every region, every Ukrainian, each square meter of the Ukrainian land. This campaign tells the world the true story of our fight,” said Dmytro Kuleba, Minister of Foreign Affairs of Ukraine.

“Ukraine fights for independence, democracy, its people, culture, origins, territorial integrity, and for a free world for all of us. Millions of Ukrainians have inspired the whole world. We stand in full solidarity with the people of Ukraine to build a safe and better future for Ukraine and the world,” said Matti Maasikas, the EU Ambassador in Ukraine.

In total, there are 603,628 reasons for what Ukrainians are fighting for — just as the area of Ukraine’s integral territory. Here, each square kilometre represents the country's thousand-year history, its traditions and legacy, language, contribution to the world's well-being, and, of course, people who bravely fight for their land.

At the center of #WhatWeAreFightingFor campaign is a unique special project on Ukraine’s official website Ukraine.ua that tells genuine story of each Ukrainian region, developed in partnership with prominent national history institutions and experts, and complimented by thought-provoking explainer videos and creative social media activities. 

The interactive section consists of 26 articles that tell the true and multifaceted story of 24 Ukrainian regions (‘oblasts’), Crimea and Kyiv. The longreads are based on facts about each region, its roots, heritage, people, and why Ukrainians are fighting for them. Some of the facts might surprise, as they prove that russia’s disinformation narratives, for example, about Crimea, Donetsk, or the Luhansk regions have been manipulating people’s minds for centuries. The campaign shares their real Ukrainian story.

We encourage everyone to join Ukraine's campaign of #WhatWeAreFightingFor by sharing social media cards and link to the website under the hashtag.

Read more about the uniqueness and deep roots of every Ukrainian region on https://ukraine.ua/uk/regions-of-ukraine/. 

Find the visual content for social media via the link.

Background Information

The campaign #WhatWeAreFightingFor was developed by BRAND UKRAINE. Social media campaign and texts were prepared by ANGRY agency and talented Ukrainian journalist Yurii Marchenko. The creative concept and the website were developed by CF.Digital. The visual partner of the project is the international content platform Depositphotos. The campaign is funded by the European Union.        Special thanks for support in developing the campaign to communication agency plusone social impact, Centre for Strategic Communications and Information Security, and Ukrainian Insitute of National Remembrance.

UKRAINE.UA is an ecosystem of Ukraine’s official digital platforms to communicate and interact with international audiences worldwide with a regular audience of over 2 million people. It includes the official website of Ukraine and official social media profiles on Facebook, Instagram, Spotify, LinkedIn, TikTok, Twitter and YouTube. The project is managed and developed by the Ministry of Foreign Affairs of Ukraine jointly with the BRAND UKRAINE. The mission of UKRAINE.UA is to show true Ukraine and let people join the global movement for freedom and a better world. 

BRAND UKRAINE is a non-governmental organisation that brings together like-minded people and experts in strategic communications and international projects. The organisation helps develop a strong and sustainable brand of Ukraine in the world, from its positive image and agency by developing lovemark projects and campaigns, digital solutions, and analytical products.