“If this horror in Ukraine doesn’t stop, brands will also be bombed in other parts of Europe,” says Irina Lylyk, President of the Ukrainian Marketing Association (UAM)
Russia’s invasion of Ukrainian territory has left a trail of destruction, with deaths, injuries and refugees, and indignation around the world. Irina Lylyk, president of the Ukrainian Marketing Association (UAM), described in an email interview how the situation is in the country.
“Like other women, I periodically go down to the basement to save my children from the bombing. It is beyond comprehension, in the 21st century in the capital of a major European country, to spend the night in the basement or on the subway to escape the bombs,” she says.
In times of changing priorities, she says that the association remains active, working and has become a point of connection between professionals, including those in other regions of the country.
“We have our communication channel on Viber, where everyone shares news and also receives information from those who need help. We try to let each other know every day if we’re okay and what was going on overnight,” he explains. She says that this union has even allowed some people to provide shelter for those who have left areas in danger zones.
It is a change that has also been noticed in relation to many brands, which have positioned themselves as a support network for the population. “First and foremost, we are grateful to the large chain stores that have secured their usual operations. Despite the noise of bombs falling, they sell goods and food. All pharmacies are open.” Other support came from mobile phone networks that canceled charges on calls to countries where many Ukrainians live.
According to her, the ads no longer exist in the country. “Now, on the subway, cartoons are shown to calm and distract children.”
Irina says the association’s message to professionals is for them to hang in there and contribute in any way they can. The UAM also directed part of the membership fees to the Ukrainian army.
She further calls for the international community to provide “real” support to the country. “If this horror in Ukraine doesn’t stop, brands will also be bombed in other parts of Europe,” she adds.
Campaign for international support
Kiev-based Banda Agency has also launched a campaign asking for international support. The creatives ask social media users to post the video, which real-life footage of the attacks on civilians and infrastructure across the country, using the hashtag #standwithukraine.