Amid a nationwide shortage of soldiers and growing competition among brigades, Ukraine’s military units are turning to advertising agencies to help them stand out and boost recruitment.
A wonderful article again sharing something about the war effort and how it's touching everyday Ukrainians. Well done!
I wonder if there are advertising efforts directed at attracting more women for non-combat roles (hence, potentially freeing up more able-bodied men for combat)?
Thank you so much! It’s really important for us to show how the war affects everyday people and how each person finds their own way to contribute.
As for involving more women — yes, there are some campaigns aimed at promoting non-combat roles like logistics, medicine, IT, and volunteer work. These efforts do help free up more men for combat roles.
What do you think could better motivate women to take on these kinds of roles?
There was significant advertising during the time I was of military age - Vietnam. I did not join. That was a foreign war of choice, however, not an invasion of my country.
Choice? There was a thing known as the draft at that time. I was in college and lost a dear friend in the war. His family couldn’t afford to send and support him in Canada until he could get established. Yet an acquaintance and fellow student from a family of means left the US and remained there until his death. Is all really fair in war?
Choice was perhaps a poor word to use. I sweated out the draft for three years, and had a lucky birthdate (#238) to avoid the draft. I developed bone spurs 20 years later, way too late to help.
The country was very divided during much of the Vietnam war. Yes, a lot of people volunteered, including a number of my friends. The draft existed and was another point of controversy. In the end, our invasion of Vietnam became largely unpopular and we left in defeat. Not all of the self-inflicted wounds have healed.
To quote Aleksandr Syrskyi in the Kiev Independent 22 hours ago: Ukraine must mobilize more to match Russia’s threat. (not an exact quote but the essence is the same)
Great article, as usual. I spent my National Service (South African Defence Force, conscription 1973) as a technical storekeeper, sitting in an office issuing motor vehicle parts. I was, in my defence, of poor health even then, but it was not an experience I enjoyed. At that time, South Africa was involved in protecting a dam that served Namibia (then South West Africa) & Angola, which ended up in war with Cuban mercenaries (backed by Soviet Russia). These mercenaries ended up by sacking villages because Russia/Cuba stopped paying them. Such is war with Russia - the more it changes, the more it stays the same!
Thank you for sharing your story. It’s a powerful reminder that wars with Russia often follow the same brutal logic, no matter the decade or the continent. The way they use people, then abandon them when it’s no longer convenient, is chillingly familiar to what we see in Ukraine today.
Very interesting but not sure how I feel about it overall (commerialism in war 🤔) However, Ukrainians are fighting for their continued existence and this seems a creative way of keeping up enlistment and motivating people to find a place that fits their personality or ambitions after the war ⁉️💙💛
To me, it feels like an attempt to give people a sense of control and meaning in the chaos. Like, not just “go fight,” but “find who you can be in this reality.” Maybe this is a new form of resistance?
A wonderful article again sharing something about the war effort and how it's touching everyday Ukrainians. Well done!
I wonder if there are advertising efforts directed at attracting more women for non-combat roles (hence, potentially freeing up more able-bodied men for combat)?
There definitely are
Thank you so much! It’s really important for us to show how the war affects everyday people and how each person finds their own way to contribute.
As for involving more women — yes, there are some campaigns aimed at promoting non-combat roles like logistics, medicine, IT, and volunteer work. These efforts do help free up more men for combat roles.
What do you think could better motivate women to take on these kinds of roles?
There was significant advertising during the time I was of military age - Vietnam. I did not join. That was a foreign war of choice, however, not an invasion of my country.
Choice? There was a thing known as the draft at that time. I was in college and lost a dear friend in the war. His family couldn’t afford to send and support him in Canada until he could get established. Yet an acquaintance and fellow student from a family of means left the US and remained there until his death. Is all really fair in war?
Choice was perhaps a poor word to use. I sweated out the draft for three years, and had a lucky birthdate (#238) to avoid the draft. I developed bone spurs 20 years later, way too late to help.
The "choice" referenced by Lee N was on the part of the United States government. Not the soldiers.
Thank you for sharing — it’s really valuable to hear your perspective.
The context of a war definitely shapes how people make decisions.
Were there people around you at the time who chose to join, and how was that viewed by society back then?
The country was very divided during much of the Vietnam war. Yes, a lot of people volunteered, including a number of my friends. The draft existed and was another point of controversy. In the end, our invasion of Vietnam became largely unpopular and we left in defeat. Not all of the self-inflicted wounds have healed.
Thank you for sharing — that’s such a deep and painful part of history.
It’s striking how long the effects of war can linger in people.
Was there anything that helped you or those around you cope during that time?
Tremendously informative newsletter into military recruiting in Ukraine. Well done.
I still think they should lower the mandatory age limit of service to 24 years.
Why specifically should the mandatory age limit for service be lowered to 24? Just curious.
To quote Aleksandr Syrskyi in the Kiev Independent 22 hours ago: Ukraine must mobilize more to match Russia’s threat. (not an exact quote but the essence is the same)
Yes, of course, but I was curious why exactly 24 years, and not, say, 23. Is it about gradually lowering the age limit?
Exactly right Elizabeth. If it was to be done it would have to be gradual.
How interesting!
I like "Grow with Khartia" and its emphasis on skills that will be valuable beyond the war.
Absolutely agree! This approach is truly inspiring and shows that even in difficult times, growth is possible.
Fabulous piece! Of all the ads, my favorite was the one with the spaceship.
Honestly, same here! Ukrainians are quite the creatives, aren’t they? :)
😁 Mine too!
Great article, as usual. I spent my National Service (South African Defence Force, conscription 1973) as a technical storekeeper, sitting in an office issuing motor vehicle parts. I was, in my defence, of poor health even then, but it was not an experience I enjoyed. At that time, South Africa was involved in protecting a dam that served Namibia (then South West Africa) & Angola, which ended up in war with Cuban mercenaries (backed by Soviet Russia). These mercenaries ended up by sacking villages because Russia/Cuba stopped paying them. Such is war with Russia - the more it changes, the more it stays the same!
Thank you for sharing your story. It’s a powerful reminder that wars with Russia often follow the same brutal logic, no matter the decade or the continent. The way they use people, then abandon them when it’s no longer convenient, is chillingly familiar to what we see in Ukraine today.
Very interesting but not sure how I feel about it overall (commerialism in war 🤔) However, Ukrainians are fighting for their continued existence and this seems a creative way of keeping up enlistment and motivating people to find a place that fits their personality or ambitions after the war ⁉️💙💛
To me, it feels like an attempt to give people a sense of control and meaning in the chaos. Like, not just “go fight,” but “find who you can be in this reality.” Maybe this is a new form of resistance?