In response to Russia’s invasion of Ukraine and the resulting humanitarian crisis, brands including Yo! and Janet Reger are uniting to show their support and solidarity by displaying the newly created Brand Solidarity logo on their marketing material, as well as offering guidance to others on how to support Ukraine through marketing and social media.
The Brand Solidarity logo – a Ukrainian flag with ‘Brand Solidarity’ underneath it – is being used on everything from advertising, websites and packaging to profile pictures, emails and point-of-sale, with the objective of delivering blanket coverage of this message.
Marcel Knobil, founder of Superbrands and creator of Brand Solidarity said:
“Rarely in history has there been such a brutal attack on an innocent country and virtually universal outcry against it. Most of us have felt powerless to make a real difference, but we can. By expressing our support for the people of Ukraine in such a highly visible manner, we hope we can help raise their spirits during their darkest of days, and push for peace.”
Knobil believes that featuring the Ukrainian flag on millions of promotional items will show overt support for Ukraine. Brand Solidarity is urging more businesses to join those already participating.
Simon Woodroffe, Founder of YO! Company and a Patron of Brand Solidarity said:
“Individually it’s unlikely any one business can affect the fate of a nation, but what if all the brands, all over the world, upload and print the Brand Solidarity logo across all platforms and on all collateral material? We might just get through to people who could help change Putin’s direction of travel. We have to try, but we don’t have much time.”
Other Brand Solidarity Patrons include: TV presenter Anthea Turner, Author and CEO of The Marketing Society Sophie Devonshire, and film maker and creative Trevor Beattie.
Brand Solidarity also held an event this week with Brand Finance, aimed at helping both brands and individuals support the people of Ukraine and contribute to the push for peace. Experts in marketing and influencers offered advice on the different ways in which brands and individuals can use marketing, social media and PR as a force for good during this time.
Speakers included Sophie Devonshire – author and CEO of The Marketing Society; Marina Presenti – member of the Ukrainian Institute’s Supervisory Board; Felix Henderson – co-founder of Look After Group; Neville Hobson – social strategist, writer and podcaster and Marcel Knobil – founder of Brand Solidarity and Superbrands.