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1Scan for outdated or missing drivers - takes under a minute2Repair Windows errors before they cause bigger problems3Fix the driver behind crashes, sound loss and screen glitchesUkraine’s “Bravery” campaign used a familiar tool of marketing—nation branding—to communicate during Russia’s full-scale invasion. Launched in April 2022, it was intended to bolster morale at home and associate Ukraine internationally with bravery. Nadia Kaneva, an associate professor at the University of Denver, called it the first official nation-branding campaign launched during a war; that historical “first” is her characterization, not a conclusion established by a comprehensive comparison.
What was Ukraine’s Bravery campaign?
“Bravery” was an official Ukrainian government communications campaign launched in April 2022, shortly after Russia’s full-scale invasion. The Ministry of Digital Transformation said the idea was created by the agency Banda and the ministry. Kaneva’s account says President Volodymyr Zelenskyy publicly announced the campaign on April 7, 2022, saying, “Bravery is our brand.” The ministry published its account of the project the following day.
Nation branding applies advertising, public relations and marketing methods to a country’s international reputation. In this case, the campaign sought to make bravery a defining association with Ukraine and to communicate that idea both to Ukrainians and to audiences abroad.
How did the campaign communicate its message?
The campaign combined public-space advertising with material people could share or use. The ministry described photos of Ukrainians on billboards, short videos, and a website offering downloadable layouts for posters and stickers. Kaneva also describes social posts, T-shirts and stickers among the campaign’s formats. These were communication formats; the sources do not establish that the government operated a merchandise shop.
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- At home: The government described the internal campaign as a way to help Ukrainians retain morale during the invasion.
- Abroad: The ministry said the campaign aimed to share Ukrainian bravery and project an image of a country with brave people, bold ideas and an innovative direction.
The ministry said the campaign had been seen in more than 15 countries. Kaneva’s 2022 article also reported a figure of 500 billboards in 21 cities, attributing that count to Wired. The billboard figure is secondary reporting cited in her article, rather than a government-audited total.
Was Ukraine the first country to use nation branding during a war?
Kaneva described Ukraine as the first country to launch an official nation-branding campaign in the midst of war. That is a scholarly characterization by the author of the 2022 article, not an independently verified absolute: the sources available here do not provide a comprehensive historical comparison of wartime nation-branding efforts.
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Kaneva places the campaign in a broader history of post-communist countries using branding to reshape how they are viewed internationally. She considers Ukraine’s effort distinctive because it was an official national-branding project launched during an active war. The careful answer, therefore, is that a scholar called it the first—not that every earlier wartime communication campaign has been ruled out.
What did the campaign aim to achieve, and what is known about its impact?
The government’s aims are documented; the campaign’s direct effects are not established by the cited sources. Kaneva interprets the strategy as an effort to turn the abstract idea of bravery into public support, including military, economic and moral support. That explains the intended role of the message, but does not demonstrate that the campaign caused aid, changed public opinion or measurably improved morale.
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Kaneva notes that nation-branding effects are notoriously difficult to measure and that the direct impact of the Bravery campaign was unclear when she wrote in August 2022. The ministry’s country count describes where the campaign was seen, not whether audiences changed their views or actions.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How was the later #WhatWeAreFightingFor campaign different?
Ukraine’s later #WhatWeAreFightingFor campaign had a different emphasis. Its main phase began on February 24, 2023, the anniversary of Russia’s full-scale invasion, and it presented regional history and reasons Ukrainians were fighting. The campaign-owner organization BRAND UKRAINE says its concept included “603,628 reasons,” referring to Ukraine’s stated territory in square kilometers—not a count of individual motives.
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BRAND UKRAINE reports that #WhatWeAreFightingFor reached more than 15 million people digitally and on social media, and that it received a 2023 award. Those are figures and an award reported by the campaign owner for the later campaign, not measured results for Bravery. The organization’s broader 2022 communications figures likewise cover more than one effort: it reported 944 million people reached by Ukraine’s official digital ecosystem and a combined reach of more than 220 million for seven major international communications campaigns and creative projects. Neither figure is the reach of the Bravery campaign alone.
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| Campaign | Timing | Emphasis | What the cited sources establish |
|---|---|---|---|
| Bravery | Launched in April 2022 | Morale in Ukraine and an international association between Ukraine and bravery | Government-stated aims and formats; no established direct-effect measure |
| #WhatWeAreFightingFor | Main phase began February 24, 2023 | Regional history and reasons Ukrainians were fighting | BRAND UKRAINE reports more than 15 million digital and social reach and a 2023 award |
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