BRAND UKRAINE launches the international campaign Transparent Ukraine

BRAND UKRAINE is launching a new international communication campaign — Transparent Ukraine. Its aim is to highlight Ukraine’s progress in transparency, accountable governance, digital transformation, and reducing corruption risks. The campaign is implemented on Ukraine.ua, the official digital ecosystem of Ukraine for foreign audiences. It has been made possible with the support of the Transparent Network participants, which is helping expand the Ukraine.ua ecosystem.

The global media landscape around Ukraine is evolving. According to the Ukraine’s Global Perception Report 2024, although the share of international aid to Ukraine in Ukraine’s global media coverage decreased from 32% in 2023 to 21% in 2024, this topic remains central to international discourse about Ukraine. The focus is shifting from the volume of aid to how it is used — its effectiveness, conditionality, and the capacity of Ukrainian institutions. In this context, there is a growing need for clear communication about reform results and the digital tools that have enabled Ukraine to achieve remarkable progress over the past 11 years in good governance, civic oversight, and citizen participation in decision-making.

Ukraine’s image must evolve — from a country that needs help to one that delivers results and shares effective solutions with the world.

We are aware that corruption in Ukraine has a long and complex history. Much more progress lies ahead. But the distance already covered by Ukrainian society and institutions has produced impressive reforms and success stories that deserve to be seen and shared.

We created this campaign to support everyone who speaks to international audiences about Ukraine — diplomats, journalists, civil society leaders, and experts.

Transparent Ukraine is designed to help you face difficult questions — not avoid them — by providing facts, verified data, and accessible explanations in one modern, English-language narrative.

We are launching this campaign on the eve of the Ukraine Recovery Conference in Rome, knowing that Ukraine’s recovery depends directly on trust from partners.

Why now?

• This campaign responds to growing international demand for transparency, effectiveness, and accountability.
• It strengthens Ukraine’s reputation as a leader in digital innovation and a source of relevant expertise for the world.
• It reframes Ukraine’s role — from an object of criticism to a proactive actor offering global solutions.
• Ukraine is not a problem to be solved — it is a partner offering answers worthy of recognition and trust.

We believe this campaign will support meaningful conversations about trust in Ukraine and help elevate the country’s position globally. All campaign materials are available on the landing page: Ukraine.ua/transparent-ukraine, and on all Ukraine.ua social media accounts under the hashtag #TransparentUkraine.

We sincerely thank our partners at the Ministry of Foreign Affairs of Ukraine, the Ministry of Digital Transformation of Ukraine, the Ministry of Development of Communities and Territories of Ukraine, and the National Agency on Corruption Prevention (NACP) for their valuable consultations and fact-checking support in developing this campaign.

This campaign was made possible thanks to the support for the development of the Ukraine.ua ecosystem by the participants of the Transparent Network. We deeply value this partnership, which enabled our team to implement a long-developed idea — while fully preserving the editorial independence of Ukraine.ua.

Transparent Network is a consortia of Ukrainian banks and an innovative platform of the same name for instant and transparent payments in Ukraine. Banks leverage DCM’s technological solutions to facilitate instant account-to-account transfers, automation, real-time fund flow monitoring—setting a new benchmark for financial transparency and fraud prevention.