Citizen powered campaign calls for renewed support, as data reveals 50% of Brits are no more alarmed about the war than when it started almost 300 days ago. As the reality of countrywide blackouts and limited electricity sets in for the people of Ukraine, concerning new data reveals a growing sense of apathy among Brits, as half (50%) admit they are no more alarmed about the war than they were when it began¹. In response, a unique ‘tourism’ campaign has emerged to remind Brits that there’s still much to be done to win the war.

The 20^th of December will mark 300 days since the Russian invasion, and the Ukraine is set to face one of its biggest challenges to date – winter, made even harder with constant attacks on the nation’s energy infrastructure.

In response, a new campaign, “Come To Ukraine: There’s So Much To Do, has been launched, in an effort to remind Brits of the continued need for aid and action and to raise funds and awareness for UNITED24, the fundraising platform established by TIME Magazine’s 2022 Person of The Year, President Volodomyr Zelenskyy.

Speaking to the campaign, Yaroslava Gres, UNITED24 Platform Coordinator said, “Ukraine was a popular tourist attraction with millions from all over the world coming to the cities depicted in these posters to enjoy breath-taking landscapes, authentic architecture, and welcoming residents.

The Russian invasion changed that. In Kharkiv, the invasion has destroyed over 11,397 sites, including private and residential buildings. Projects like this remind people that there is plenty to fight for here. We are infinitely grateful to everyone who supports us in this ordeal and right now, we ask for help to rebuild our state. After we win, we will once again be that welcoming country everyone came to visit before.”

Co-created by London-based creative agency Pablo alongside Ukrainian illustrator, Antonio Firsik – who continues to work from his home outside Kyiv – the campaign features travel posters depicting the cities of Kviy, Mariupol and Kharkiy. At first glance, the recognisable vintage travel posters read like an invitation to visit. However, upon closer inspection, the war-torn backdrop transforms the eye-catching art into a rallying cry to act, and a vivid reminder of the country and its people.

Launched on the 5^th of May, 2022, UNITED24 is the nation’s main channel for collecting charitable donations with projects focused on medical aid, rebuilding cities, defence and demining. Currently, the organisation’s primary focus is raising funds for generators to power Ukrainian hospitals where, due to constant attacks on energy infrastructure, doctors are having to work by flashlight.

Tim Snape, executive creative director of Pablo, adds: “We all feel so helpless when seeing what’s taking place in Ukraine and wanted to use the weapon of creativity at Pablo to remind people that support is urgently needed.”

“The aim was to create something that stopped people in their tracks and required a real double take. Working with the people at UNITED24 really brought the issue home as many of the people there were working in Ukrainian agencies until the war. Illustrator Antonio Firsik, who lives just outside Kyiv, brought an extra dimension to the idea, including actual landmarks from the cities of Ukraine to reflect the reality there.”

“One of the great things about UNITED24 is that donors can choose how their donation will be spent so we are able to create bespoke executions that support their campaigns for specific causes such as hospital generators.”