Be Brave Like Ukraine
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Be Brave Like Ukraine () or Bravery () is a communication campaign created during the full-scale
Russian invasion of Ukraine On 24 February 2022, , starting the largest and deadliest war in Europe since World War II, in a major escalation of the Russo-Ukrainian War, conflict between the two countries which began in 2014. The fighting has caused hundreds of thou ...
in 2022. The campaign which is claimed to be part of Ukrainian propaganda is designed to highlight the main feature of Ukrainians. It was developed by the creative agency Banda Agency together with the
Office of the President of Ukraine The Office of the President of Ukraine (, ), formerly the ''Administration of the President of Ukraine'' ( ), is a standing advisory body set up by the President of Ukraine pursuant to clause 28, Article 106 of the Constitution of Ukraine. The ...
, the
Cabinet of Ministers of Ukraine The Cabinet of Ministers of Ukraine (), commonly referred to as the Government of Ukraine (), is the highest body of state Executive (government), executive power in Ukraine. As the Cabinet of Ministers of the Ukrainian Soviet Socialist Republi ...
, the
Ministry of Culture and Information Policy The Ministry of Culture and Strategic Communications (MCSC), known previously as Ministry of Culture and Information Policy (MCIP), is the main state authority in the system of central government of Ukraine responsible for ensuring the informatio ...
and the
Ministry of Digital Transformation Ministry of Digital Transformation may refer to: * Ministry of Digital Transformation (Spain) The Ministry for the Digital Transformation and of the Civil Service is a ministerial department of the Government of Spain. It is responsible for pro ...
. The campaign uses the typeface KTF Jermilov, a modular display font following the typographical practice of Kharkiv avant-garde artist and designer
Vasyl Yermylov Vasyl Dmytrovych Yermylov (, 1894–1968) was a Ukrainians, Ukrainian Painting, painter, avant-garde artist and designer.'Єрмилов', «''Словник Художників України''» ("Dictionary of Ukrainian Artists"), Голов ...
.


History

The campaign began on April 8, 2022. The first post on the ''Brave.ua'' Instagram page is a joint one with the
President of Ukraine The president of Ukraine (, ) is the head of state of Ukraine. The president represents the nation in international relations, administers the foreign political activity of the state, conducts negotiations and concludes international treaties. ...
.
Volodymyr Zelenskyy Volodymyr Oleksandrovych Zelenskyy (born 25 January 1978) is a Ukrainian politician and former entertainer who has served as the sixth and current president of Ukraine since 2019. He took office five years after the start of the Russo-Ukraini ...
called on Ukrainians to take part in the ''#BRAVEUKRAINE'' flashmob and present photos and videos that show the courage of the people. The main mission of the project is to capture and spread the association that courage is a brand of Ukraine. Now it is important for Ukrainians not to lose the courage of the first weeks of the war, and the internal campaign is aimed at just that. The goal of the international campaign is to share courage with the world and create an image of a country where brave people, bold businesses and bold ideas live. The President of Ukraine
Volodymyr Zelenskyy Volodymyr Oleksandrovych Zelenskyy (born 25 January 1978) is a Ukrainian politician and former entertainer who has served as the sixth and current president of Ukraine since 2019. He took office five years after the start of the Russo-Ukraini ...
believes that Ukrainians have always been the bravest in the world. According to him, this is the brand of our people. Dozens of Ukrainian brands and companies joined the project. Meanwhile, billboards ''Be brave Like Ukraine'' can already be seen on the streets of
Canada Canada is a country in North America. Its Provinces and territories of Canada, ten provinces and three territories extend from the Atlantic Ocean to the Pacific Ocean and northward into the Arctic Ocean, making it the world's List of coun ...
,
Poland Poland, officially the Republic of Poland, is a country in Central Europe. It extends from the Baltic Sea in the north to the Sudetes and Carpathian Mountains in the south, bordered by Lithuania and Russia to the northeast, Belarus and Ukrai ...
,
Germany Germany, officially the Federal Republic of Germany, is a country in Central Europe. It lies between the Baltic Sea and the North Sea to the north and the Alps to the south. Its sixteen States of Germany, constituent states have a total popu ...
,
Italy Italy, officially the Italian Republic, is a country in Southern Europe, Southern and Western Europe, Western Europe. It consists of Italian Peninsula, a peninsula that extends into the Mediterranean Sea, with the Alps on its northern land b ...
,
Austria Austria, formally the Republic of Austria, is a landlocked country in Central Europe, lying in the Eastern Alps. It is a federation of nine Federal states of Austria, states, of which the capital Vienna is the List of largest cities in Aust ...
, the
United Kingdom The United Kingdom of Great Britain and Northern Ireland, commonly known as the United Kingdom (UK) or Britain, is a country in Northwestern Europe, off the coast of European mainland, the continental mainland. It comprises England, Scotlan ...
,
Spain Spain, or the Kingdom of Spain, is a country in Southern Europe, Southern and Western Europe with territories in North Africa. Featuring the Punta de Tarifa, southernmost point of continental Europe, it is the largest country in Southern Eur ...
, the
United States The United States of America (USA), also known as the United States (U.S.) or America, is a country primarily located in North America. It is a federal republic of 50 U.S. state, states and a federal capital district, Washington, D.C. The 48 ...
and other countries. The billboards and signs with the words ''Be Brave Like Ukraine'' were placed in the most crowded places - in the central squares, near metro stations and at public transport stops. For example, in the United States, Ukrainian advertising appeared in
Times Square Times Square is a major commercial intersection, tourist destination, entertainment hub, and Neighborhoods in New York City, neighborhood in the Midtown Manhattan section of New York City. It is formed by the junction of Broadway (Manhattan), ...
in
New York New York most commonly refers to: * New York (state), a state in the northeastern United States * New York City, the most populous city in the United States, located in the state of New York New York may also refer to: Places United Kingdom * ...
.


See also

*
Ukraine NOW Ukraine NOW is an official brand of Ukraine, developed by the creative company Banda Agency and approved by the Government of Ukraine, Ukrainian Government on May 10, 2018. The main goal was to form a positive image of Ukraine among the internatio ...
*
United24 United24 () is a Ukrainian government-run platform launched on 5 May 2022 to raise money for Ukraine in the Russo-Ukrainian War. History On 3 May 2022, Prime Minister of Ukraine Denys Shmyhal announced that a platform for fundraising in suppo ...
*Embrace Ukraine. Strengthen the Union *
Come Back Alive Come Back Alive ( ) is a foundation that provides support to service members in the Armed Forces of Ukraine. The foundation purchases arms and equipment to help equip Ukrainian servicemembers. It also provides additional training to soldiers in ...
*
People's Bayraktar People's Bayraktar () was a series of fund-raising projects for the purchase of the Turkish Bayraktar TB2 drones for the needs of the Armed Forces of Ukraine. Fundraising projects for the Bayraktar TB2 intended to serve the Ukrainian Armed Forces ...
* Saint Javellin


References

{{2022 Russian invasion of Ukraine Advertising slogans National symbols of Ukraine Ukrainian responses to the Russian invasion of Ukraine Volodymyr Zelenskyy Propaganda in Ukraine related to the Russian invasion of Ukraine