We’ve chosen the opposite strategy for the Aid Legion. We decided to be a no-drama foundation. Optimistic, strong, bold, and even a little ironic. We refused to terrify and ask for pity. Refused to push on the guilt or shame buttons. We knew very well that this kind of communication motivates the viewers from Europe and the USA for nothing but closing the preroll.
DON’T SAVE UKRAINE. FIGHT WITH UKRAINE. The way our country is fighting now gives hope to the whole civilized world. We’ve chosen a straightforward and ironic narrative. Please finish your coffee - we said - no need to give up on your life, get depressed or grab the grandpa’s gun. Instead, donate! This is your best weapon in this fight for freedom and humanity.
“Finally you can be like Gandalf. But for real” — said the explainer video: