The news media are fickle. Their “love affairs” with lead stories last a week or two, then they move on. Often completely. We’ve been conditioned to feel the same. We get tired of the same news stories and expect new ones.

The war in Ukraine made headlines for longer than most stories. Now those outrage and horror headlines have been replaced with opinions about society being “tired of the war in Ukraine,” and the world community “losing interest in events in Ukraine”.

Meanwhile in Ukraine, the real outrage and horror continue, and Leo Burnett Ukraine wants people to know that the country still needs support.

The agency is doing that with one simple question, What if world famous icons that symbolise peace, freedom and harmony decided they’re tired of defending true human values? Its series of ads asks, what if the Statue of Liberty in New York gets tired of standing up for freedom? What if Jesus Christ gets tired of protecting humanity? What if Buddha gets tired of bringing harmony in this world? Each of the visuals shows an iconic statue with its arms down in defeat.

The campaign is inviting people to join and and share visuals via Facebook and Instagram.