Many ads are run by “news and media sites” Ukraine Warwhile others are run by “social media agencies” Ukraine is safe. These include Emotional video about captured Russian soldiers tearfully calling their parents back home to reveal the reality of what the war was like, along with a text calling on Russians to speak out against the war. The project is run by Bohdana, a 33-year-old from the northwestern Ukrainian city of Lutsk, who declined to share his last name.
Another grassroots campaign is organized by the Ukraine branch of the Internet Advertising Bureau IAB). Anastasiya Baydachenko, executive director of IAB Ukraine, said: “We try to provide more information about the actual situation, because there is a very tight control of information in Russia and there is no independent media. set up.
During the first week of the war, the Ukrainian advertising industry’s campaign operated primarily on Google’s ad network – although it has recently hit a stepping stone with a request from Roskomnadzor, the media regulator. Russian state media, stop spreading what Russia considers “disinformation” about activity in Russia. On March 4th, Google has accepted that request, temporarily suspends the ability to place ads in Russia. “The situation is evolving rapidly,” the company said in a statement.
That action jeopardized some of the IAB-backed group’s plans. However, Baydachenko claims that Roskomnadzor’s decision to block the ads is a sign of the effectiveness of the IAB campaign.
The campaign, in which a large number of different accounts once spent a small amount of money with Google to target demographics that likely included mothers of Russian soldiers, will now move to Yandex. “We understand that using Yandex is high risk because it is controlled,” she said. “That’s why it’s a long one — but we’ll try to do it to build the reach of our messages.”
Baydachenko says that there are about four or five other Ukrainian initiatives operated by independent groups formed in the first days of the war. “We are all trying to reach the Russian audience with different messages,” she said.
The IAB campaign is funded by private companies as well as donations and donors who are willing to shell out large sums of money to try to overcome the horror of what is happening in Ukraine. at the hands of Vladimir Putin’s army. “Ukrainian business owners understand that we are in crisis here,” Baydachenko said. “They are willing to spend $10,000, $20,000, $30,000 or $50,000 to communicate and bring information to Russia.”
In total, Baydachenko estimates, 10 million hryvnia $330,000) was spent on advertising campaigns in Ukraine aimed at bringing more truthful information into Russia last week. All of them are what Agnes Venema, a scholar of national security and intelligence at the University of Malta, calls “the 2022 edition of the underground newspaper”. “People have discovered that they can beat Putin at his own game by fighting disinformation in a way that can be viewed by any Russian with an internet connection.” she said.