by BRAND UKRAINE

Since February 24, 2022, Ukrainians have inspired the world with their bravery, unity, and resilience in defending the universal value of freedom. The fight for a democratic and free future has resonated globally, sparking rallies, donations, and widespread solidarity. However, as global focus shifts due to "compassion fatigue," data shows that people remain interested in Ukraine beyond the war. The world wants to understand Ukraine more deeply, to discover the country’s spirit.

This desire led to the birth of the "Volia" campaign, aimed at introducing Ukraine’s unique identity and strength. "Volia," meaning willpower or freedom, reflects a philosophy rooted in the country’s history, symbolising resilience and the ability to overcome adversity. It’s a word woven into the Ukrainian trident, representing the centuries-long quest for freedom.