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Ukrainian anti-war ad is a plea to Russian military mothers.

This is now the problem dealing with Kyiv-based artistic advert company Bickerstaff. Over the previous two weeks, the small, award-winning company has transitioned from industrial shoppers to authorities communications. It’s a part of a wider group of promoting companies which have turned their communications capabilities towards the data conflict that has turn into so central to this battle.

Bickerstaff’s latest work is geared toward getting the reality to Russian army households. Ilia Anufrienko, the company’s founder and inventive director, says the majority of Russian troops are conscripts, younger males who thought they have been being despatched to “exercises,” or who have been lied to that they might be met in Ukraine with flowers. “But they meet only bullets, blood, and inglorious death,” says Anufrienko in an e mail to Fast Company. “Or, in the best case, captivity, where they are treated well and ready to be sent home, but in Russia they refuse to admit losses, and sites where you can find dead or captured Russian military are blocked [in Russia].”

The new marketing campaign features a spot referred to as “To Russian Mothers,” which is a letter dwelling from the angle of a Russian soldier. It options photographs of airstrikes on civilian targets, the names and pictures of captured Russian troopers, and a name for moms to ask their sons to give up. It ends with a hyperlink to a web site created by the Ukrainian authorities to search out extra data on captured and killed Russian troopers.

“We posted instructions on how to access blocked sites from Russia,” says Anufrienko. “After a few days of the campaign, our acquaintances in Russia reported that they were very grateful for the video in the Committee of Mothers of the military [the Union of the Committees of Soldiers’ Mothers]. And only today, on the 14th day of the war, the Russian authorities admitted that there really are conscripts in the army.”

The company has additionally created a Germany-based web site for individuals to donate important merchandise and provides to be shipped to Ukraine in just a few clicks.

Anufrienko has been on the transfer because the invasion started–first to Poland, now in Dresden, Germany. Most of the company’s staff are actually positioned in Western Ukraine or have made their solution to different European international locations. “But one of our employees is in terrible danger in the city of Bucha [near Kyiv], where she did not manage to get out,” he says. “The humanitarian corridors provided by the Russian military are not safe, and there have been a huge number of civilian casualties during the evacuations.”

Already prepared for distant work

Anufrienko says COVID-19 lockdowns over the previous two years have, in some methods, helped the company put together for the way it must work now. They use all the identical distant work instruments utilized throughout COVID lockdowns, like Zoom, Slack, Telegram, and others.

But there are some apparent stark variations. “The work processes in the agency are no different from the times when we went into complete isolation and did not go to the office,” says Anufrienko. “Except now, if an employee does not get in touch in the morning, we write to his relatives and friends and hope that this is simply bad internet, and not something more serious.”

For Anufrienko, the state of affairs has introduced with it a brand new sense of perspective. “Who would have thought that we, the people who yesterday complained about burnout, mental health problems, and tight deadlines if the project deadline is less than three weeks, are now able to create projects in the conditions [that include] bombing, without a permanent place of residence, or moving from city to city every few days,” he says. “All this has become today’s reality of our agency.”

The query stays whether or not work like “To Russian Mothers” will really attain its supposed viewers. Anufrienko says that the company’s media companions are discovering many various, and a few less-than official, methods of getting data into Russia. “We’re [finding and taking] every opportunity to reach out to the population of Russia,” he says.

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