Ukraine launches communication campaign "Embrace Ukraine. Strengthen the Union". It aims to provide support to Ukraine on its path towards a European future, in particular gaining an EU Candidate status. The heroic resistance of Ukrainians to Russia's full-scale invasion has demonstrated Ukraine's strength and resilience, its commitment to democracy and freedom - Ukraine's integration will enhance and consolidate the European Union in the face of the greatest threat since World War II.
Today, Ukraine has unprecedented support among EU citizens. The majority (66%) believe that "Ukraine should join the EU when it stands ready", and 71% - that Ukraine is part of the European family. It is critical that the leaders of the EU member states have heard the voice of the citizens and made the necessary decision to legally fix Ukraine's status as a candidate country.
On February 28, Ukraine formally applied for EU membership and completed all necessary procedures. In late June, a meeting of EU leaders will be held to consider Ukraine's candidate status.
"Today, all of Ukraine supports membership in the European Union. On the fourth day of the war, the President of Ukraine submitted an application for EU membership and we expect to receive candidate status. Ukraine is certainly ready for this step, Ukrainians' commitment to the principles of democracy and freedom is beyond doubt; since 2014, we have implemented a number of reforms and fulfilled a significant part of EU legislation. We are currently in close dialogue with the EU capitals on this issue, and this communication campaign should support and strengthen our dialogue. A strong Europe, a Europe of the future is possible only with Ukraine," said Olha Stefanishyna, Deputy Prime Minister for European and Euro-Atlantic Integration.
"Ukraine has been and is a European state regarding its territory, its history, and in terms of democratic views and values. As also our culture, art and traditions. Today we are resisting the aggression of the russian federation with all our might, acting as a shield for the whole of Europe. We are fighting for peace, our independence, our freedom and the democratic values of the entire civilized world. Today, Ukraine is paying the highest price to become part of the EU legally. I believe that now none of our civilized neighbors has any doubt that Ukraine is an integral part of Europe. Ukraine is already an important element of Europe's cultural and information space. Today, our artists, performers and authors conquer the scenes and screens of Europe, and the hearts of Europeans are with them. Ukraine's EU candidacy will only expand opportunities in these areas for both parties and strengthen the Union. Ukraine deserves to be a full member of the EU," said Minister of Culture and Information Policy Oleksandr Tkachenko.
The slogan "Embrace Ukraine" combines the power of words and the power of strength, soft power and hard power at the same time. "Embrace" can be translated as "hug, accept", it can be clearly read as "join, include, associate with". "Embrace Ukraine" includes what Europe has already done and continues doing, accepting refugees, providing humanitarian and military assistance, and what it has yet to do.
"Strengthen the union" in turn complements the main slogan and emphasizes the reinforcement of the EU’s great team with Ukraine. Ukraine is a strong, large, democratic and modern country that will just strengthen and consolidate the European Union.
The identity of the campaign was developed by the creative agency Green Penguin Media. Abbreviations EU and UA have one letter in common: U. It is in the campaign logo that it corresponds to and represents Ukraine.
Green Penguin Media transferred to the Ministry of Culture and Information Policy of Ukraine exclusive property copyrights in the form of publication and dissemination of copyright materials, including the slogan and visual solution of the campaign.
Visual solutions and identity of the "Embrace Ukraine. Strengthen the Union" communication campaign is available at the link.