Ukrainian propaganda campaign turns resistance into marketing on global billboards

Banda Agency, a creative agency based in Kyiv and Los Angeles, with support from the Ukrainian government, launched the website brave.ua to distribute posters, logos, and images promoting Ukraine's heroic resistance. The campaign's slogans have appeared on buildings and billboards in major cities including London, Rome, New York, Amsterdam, Washington, and Stockholm, generating powerful media resonance. The agency's statement reads: "When the war started, the world gave us three days. We gave the world the chance to see what Ukrainian courage is. Ukrainians have become the bravest nation in the world. Now they quote us, look at us, get inspired, and give us a standing ovation. Not only politicians and governments, but also ordinary people. Today all humanity knows that courage is Ukraine. When resistance becomes marketing." This contemporary case illustrates how 21st-century warfare is fought not only with bombs and armed conflict but also on technological, digital, and media fronts, leveraging the web's pervasive communication capacity to promote a cause. The propaganda, which has always existed during wars since the modern era, now clearly takes on the contours of marketing.