Special project
At the initiative of the Cultural Forces platform and the Command of the Land Forces of the Armed Forces of Ukraine, a nationwide campaign “Ukraine Stands Because Its Infantry Stands” was launched to mark Infantry Day.
Infantry soldiers bear the greatest burden of the war, yet their contributions often do not receive the public recognition they deserve. In spring 2025, ahead of Infantry Day on May 6, Cultural Forces and the Land Forces developed and launched the large-scale “Ukraine Stands Because Its Infantry Stands” campaign.
It reminded the public that everything we have and cherish today exists thanks to the endurance of Ukraine’s infantry soldiers.
The project brought together businesses, the public sector, and prominent public figures. Despite having no paid media budget, it went viral. The campaign generated 7.5 million audience contacts on its first day, rising to 12 million within a week. On Infantry Day, the reach of messages expressing gratitude increased twenty-fivefold, reaching 11 million contacts, while negative sentiment across the media landscape fell by half.
The initiative received widespread public recognition and high praise from the professional advertising and marketing community. The project was shortlisted and went on to win two Silver awards at the prestigious Effie Awards Ukraine 2025.
In 2026, the Cultural Forces platform and the Command of the Land Forces successfully delivered the project once again. The renewed campaign attracted even broader support — both from the public and directly from Ukrainian service members.
