BRAND UKRAINE panel discussion "How to keep Ukraine at the centre of the world's attention?" at the ISAR Ednannya forum

After an unprecedented surge of attention at the beginning of the full-scale invasion, foreign audiences are now losing interest in news from Ukraine. Is it possible to bring the world's attention back to Ukraine? If yes, then how?
Dec. 7, 2023, 12:44 p.m.

On December 5, BRAND UKRAINE held a panel discussion, "How to keep Ukraine at the centre of the world's attention?" at the ISAR Ednannya forum.

Research shows that foreign audiences' interest in news from Ukraine is declining:

  • In the spring of 2022, 84% of Americans followed the course of events in Ukraine; in the fall of 2023, this number dropped to 68%, according to the Chicago Council Survey.
  • The number of publications about Ukraine in foreign media decreased throughout 2023. According to the media monitoring study by Looqme and BRAND UKRAINE, in the third quarter of 2023, Ukraine was mentioned 25% less often than a year ago.
  • In 2023, Ukraine ranked at the bottom of the Nation Brands Index 2023, experiencing a decline of 10 positions compared to the previous year (Anholt-Ipsos NBI).

This is why BRAND UKRAINE panellists explored:

  • Is it possible to regain global attention for Ukraine? What measures should be taken, and by whom?
  • How can Ukraine reshape its communication strategies for foreign audiences to sustain attention and commitment from partner countries?
  • What are the major obstacles, and what initiatives can contribute to overcoming them?

Marina Dadinova, Deputy Head of BRAND UKRAINE and Head of Programs, moderated the panel discussion. Panellists included Viktoriia Lialina, Deputy Director of the Department of Communications and Public Diplomacy at the Ministry of Foreign Affairs of Ukraine; Valentyn Paniuta, Head of UNITED24 Media, brand leader at Fedoriv Agency; Bohdan Pavlenko, PR manager at PR Army; and Mariia Lypiatska, Head of BRAND UKRAINE.

Key points:

  • We should focus solely on the facts, even if they are unfavourable for Ukraine, and transform our disagreement with them into an action plan for policy development and strategic communications. Our goals remain unchanged, but our approach to achieving them may vary.
  • It is essential to shift from viewing the world solely through a Ukrainian lens. Instead, we should build relationships, identify common interests, communicate stories that resonate beyond our understanding, and share arguments that appeal not only to Ukrainians.