The “Be Brave Like Ukraine” campaign launched in April 2022 as a response to Russia’s full-scale invasion.

In the early days of the war, many doubted Ukraine’s ability to stand its ground. The forecasts were grim. International support — cautious.

But then, something happened that few could have predicted.
Front pages of international media began showing images of ordinary Ukrainians:
a young woman rescuing dogs from a shelter under shelling;
a man, with a cigarette in his mouth, clearing mines from the road to let evacuation vehicles pass;
residents of Kherson stopping tanks with their bare hands.
 

The world saw bravery. 

"I thought I knew what bravery was. Then I saw Ukraine."

— The New York Times

"Ukraine has inspired the world with its bravery."

— U.S. President Joe Biden

Our goal was to create a campaign that would keep Ukraine on the front pages of political media. But most importantly, to forever anchor bravery as part of Ukraine’s brand.

“We’ll be pumping up Ukrainian coolness as a creative task.”

— Pasha Vrzheshch

It was vital for the world to understand: Ukraine is not a helpless victim, but a brave nation.  
Victims evoke sympathy. But the brave — unite, inspire, and drive action.

• Day 1 of work / Day 4 of invasion — first internal team call
• Day 10 — idea presented to the Minister of Digital Transformation
• Day 11 — first placement agreements
• Day 16 — all materials ready
• Day 17 — outreach to media partners
• Day 23 — campaign placements start worldwide (pro bono)
• Day 38 — official campaign launch with the President of Ukraine
• Day 39 — 200+ Ukrainian brands changed their logos to “Bravery”
• Day 65 — launch of the official United24 fundraising platform
• Day 69 — Tate Modern event in London, £1M raised
• Day 87 — campaign presence in Davos; all Ukrainian representatives attended in the campaign visual identity
• Day 178 — launch of Made with Bravery marketplace

Together with Visa, the Ministry of Digital Transformation of Ukraine, and the Ministry of Foreign Affairs of Ukraine, we launched a global marketplace featuring products made in Ukraine.

It brought together the country’s top producers and showcased them to the world. Over a year, orders were received from 70 countries, and the entire profit — 1.9 million UAH — was directed toward rebuilding Ukrainian cities affected by Russian aggression.

“Be Brave Like Ukraine” started as a message — and over time became a reflection of who Ukrainians are and what we stand for.
Some countries have oil. Others have technology.
Ukraine has brave people, a brave president, and brave ideas.
 

“This, truly, is our brand. This is what it means to be us. To be Ukrainian. To be brave.”
— President Volodymyr Zelenskyy

In just 5 weeks, with no media budget and content done entirely on laptops and phones, the campaign reached over 160 cities across 22 countries.

200 Ukrainian brands replaced their logos with the word Bravery.

In total, the campaign generated over 2 billion impressions globally, becoming the largest communications effort in Ukraine’s history.

This was the world’s first example of national branding not created to promote tourism or culture — but to unite people, governments, businesses, and media in support of a country at war.

“Be strong, be brave, be fearless. You are never alone.”

— European Commission President Ursula von der Leyen