Since the first days of the Russia-Ukraine war, there has been a worldwide effort to raise money to help the Ukrainian people. The war continues to escalate, though, Ukraine needs ever more help. This has brought Aid Legion to the charity frontline. It delivers aid from across the World to the Ukrainian defenders and civilians displaced by the war.
Aid Legion was created in three weeks by Drama Queen, a Kyiv-based agency, that has switched its focus from commercial clients to social projects helping its country to resist.
While the worldwide media are full of terrifying photos with pleas to save Ukraine, Drama Queen has chosen the opposite strategy for the Aid Legion. It decided to make a no-drama foundation and a series of no-drama films. Optimistic, strong, bold, and even a little ironic. They refuse to evoke horror and pity. Instead, they ask people not to SAVE UKRAINE but to FIGHT WITH UKRAINE shoulder to shoulder.
“Finally, you can be like Gandalf. But for real,” the first film notes.
The second film calls on the manifesto, Casual War. It reveals an awkward truth. When the first shock fades away, every new war becomes “just another war somewhere far away” for most people from peaceful countries. So the film urges, “Don’t let this war be a casual war.”
The third film reminds people of what doesn’t help Ukraine.
“Being sad, giving up on your daily routines, or calling Putin” are inefficient ways to support Ukraine. Helping Aid Legion in any way possible helps much more,” the video notes.
The agency used the same inspiring and slightly ironic tone of voice for the foundation’s digital communication. They were sharing only the most optimistic news from Ukraine, celebrating the successful charity projects, and encouraging followers to stand on the light side, like Skywalker, but this time for real.
The same tone characterises Aid Legion’s Instagram account.
Even though the agency’s team is scattered across western Ukraine and other parts of the globe, they’re united like all Ukrainians.
“We meet in Zoom often like never before. To support each other, cry together, or celebrate our small victories. Gradually, we’re getting back to our normal work rhythm, as much as it’s possible (in the present situation),” stated creative director, Anna Goncharova.
