How Ukraine Mobilized Global Support

Public diplomacy—the practice of engaging foreign publics to influence foreign policy—has been a cornerstone of Ukraine’s strategy in the face of Russian aggression. Since the invasion began in 2022, Ukraine has mobilized an unprecedented public diplomacy campaign, reaching out not only to foreign governments but also to global citizens, activists, and non-governmental organizations. This approach has been instrumental in securing military, economic, and humanitarian aid from countries around the world.

At the heart of Ukraine’s public diplomacy campaign is President Volodymyr Zelenskyy, whose direct appeals to international audiences have captivated global attention. His speeches to the United Nations, European Parliament, and U.S. Congress were widely covered by the media and resonated with both politicians and ordinary citizens. Zelenskyy’s ability to personalize the conflict—often referring to the shared democratic values that Ukraine and its Western allies hold—has been a key factor in rallying international support.

In addition to high-level diplomacy, Ukraine has also engaged in grassroots public diplomacy, often working with diaspora communities to organize protests, fundraising campaigns, and awareness-raising events. In cities across the world, from London to Sydney, Ukrainian expatriates have led rallies demanding action against Russia, often drawing thousands of participants. These protests have not only kept the conflict in the global spotlight but have also pressured foreign governments to provide tangible support for Ukraine.

Ukraine’s public diplomacy efforts have also extended into the cultural sphere, with Ukrainian artists, filmmakers, and musicians playing a vital role in maintaining global attention on the war. Cultural diplomacy, often seen as a tool for building long-term relationships, has been used by Ukraine to convey the emotional and historical significance of the conflict. Ukrainian cultural figures have spoken out against the war at international events like the Cannes Film Festival and Venice Biennale, framing the conflict as a fight for the preservation of Ukrainian identity.

However, Ukraine’s public diplomacy has not been without its challenges. The sheer scale of the conflict has made it difficult to maintain global attention, particularly as other international crises, such as inflation and climate change, compete for the spotlight. Additionally, in some regions—particularly in the Global South—Ukraine’s public diplomacy efforts have faced resistance, as these countries often view the war through the lens of their own historical experiences with Western powers.

Nevertheless, Ukraine’s public diplomacy has been remarkably successful in galvanizing global support. The ability to combine high-level government appeals with grassroots activism and cultural outreach has set a new standard for how countries can engage the international community during times of crisis. As the war continues, Ukraine’s public diplomacy will remain a critical element of its strategy to secure the international aid and solidarity needed for its survival.