Fighting for Freedom: Two Years On— Stay in the Fight
We cannot afford for ‘Ukraine Fatigue’ to sink in
Despite the ongoing atrocities happening to Ukrainian civilians in their own country, both policy makers and the public’s support is dangerously waning. Let’s be clear: victory for Ukraine means victory for Western Democracy as we know it. It is not an exaggeration to say that our freedom is linked directly with their success and survival. We must do more to support Ukraine in its fight for continued independence.
In the two years since the full-scale invasion, FINN Partners has supported the Victor Pinchuk Foundation at The World Economic Forum three times. Initially launching the Russian War Crimes Exhibition, hosted in the former “Russian House”. Its was a symbolic gesture that drew the world’s attention to the reality of life in Ukraine and Russian war crimes acted upon Russia. Our work, along with partners secured 40% of the total coverage of The World Economic Forum in 2022.
FINN has been a proud partner of the Victor Pinchuk Foundation for over ten years now, and regardless of the election results this year around the world, we will remain committed in our support as ever.
It is fair to say that Ukraine’s resilience and success thus far in pushing Russia back has been a surprise. Founder of Yalta European Strategy Conference, Victor Pinchuk said,
“2022 was the year when everybody underestimated Ukraine. 2023 was the year when everybody underestimated our enemy. 2024 will be the moment of truth. And this moment of truth is in your hands for the most part.”
With key elections in UK, US, Russia, and Ukraine this year, it is important that not only policy-makers and politicians but the public understand how vital it is to give more support to Ukraine — not just in military and financial aid, but in votes. We cannot afford for ‘Ukraine Fatigue’ to sink in.
In this media age, we as consumers have the luxury of changing the channel when the news is too hard to stomach over our morning cereal and coffee. Ukraine doesn’t have that luxury. Civilians every day are fighting for their lives. Sitting at home, we cannot grasp the sheer horror of war, but we can pressure policy-makers and politicians to provide more support. This is about sharing responsibility.
Pinchuk continued:
“I really think that very soon we will stop talking about your help, your aid, we will have to talk about sharing responsibility. Here in Ukraine, Ukrainian soldiers, Ukrainian people will have to fight and you cannot send your soldiers to be with Ukrainian soldiers. But you can produce weapon not as much as possible, but as much as we need. And you have to send these weapons to Ukraine as quick as we need. And only then we will win.”
That shared responsibility can’t be ignored, and we must recommit ourselves to the cause of freedom for the Ukrainian people.
Terri Bloore is a senior partner at FINN Partners in London.
