Many countries use nation branding to increase tourism but no country had ever used it to repel a massive military invasion. Until February 24, 2022.

After the full-scale invasion by Russia the world expected Ukraine to be defeated in three days. Ukraine was standing alone against the aggression of the biggest country in the world.

We needed to encourage countries and governments all over the world to help Ukraine with military and economic assistance. At the same time legal restrictions did not allow such calls to be placed in outdoor advertising.

The largest OOH campaign in the history of Ukraine was made with 0$ budget.

It started with an open call where we asked for help by encouraging the world to be “Be Brave Like Ukraine”.

Global media networks answered the call and donated more than 10 000+ screens. The campaign was running in 140+ cities like New York, London, Toronto, Berlin, Tokyo, Amsterdam, Rome, San Francisco, New Delhi, etc. Resulting in approx 1 000 000 000 impressions.

People adapted the moto and started to use it on demonstrations and in digital content giving another 1 000 000 000 impressions (only campaign hashtags counted)

200 brands changed their names to Bravery and started to place “new logos” on both digital and physical products in retail stores.

The overall number of impressions combining digital, PR and OOH results is more than 2 000 000 000.

Legal restrictions do not allow calls for military or economic aid to other countries to be placed in outdoor advertising. The inspiring call-to-action "Be brave like Ukraine" was clearly perceived by all parties as a call for aid, but it did not violate any legal norms. This allowed the campaign to gain the support of global media networks, businesses and people around the world.