The Ministry of Foreign Affairs of Ukraine, BRAND UKRAINE and Projector Institute have launched a global communication campaign to promote freedom as a philosophy of the Ukrainian way of life. The Olympic Games in Paris will become a platform for its first manifestations.

Will is a set of unique skills of resilience, perseverance, desire for freedom and self-expression. In the future, the phenomenon of will may become a philosophy and a way of life not only for Ukrainians but also for millions of foreigners abroad.

The global campaign will be launched at the Olympic Games in Paris. It will communicatively reinforce the Ukrainian team, whose slogan this year is “The Will to Win”. In this way, Ukraine will once again be able to remind the world that its struggle for freedom, participation in the Olympic Games and other international competitions, despite the challenges of full-scale Russian aggression, is an undeniable manifestation of the Ukrainian will.

“The word “will” has a special meaning for Ukrainians. First of all, it is the embodiment of freedom as the highest value for Ukrainians. The freedom that we defend with our lives for ourselves and the whole world. It is also about our strength. In every sense, it is deeply rooted in Ukrainian history, culture, and mentality. When our athletes were preparing for the Olympic Games in extremely difficult conditions, they once again demonstrated the will of the Ukrainian people to the world. It is important that Ukraine's voice is heard as loudly as possible on international platforms, and that all those who carry the Ukrainian will and popularize it contribute to our struggle for freedom,” said Deputy Foreign Minister of Ukraine Iryna Borovets.

The Ukrainian House in the La Villette park, which houses Olympic spaces from more than 15 other European countries, is symbolically called “Volia Space”. It functions as the main cultural and media hub of Ukraine at the Olympic Games and is a support center for the Ukrainian team, organized by the Ministry of Youth and Sports of Ukraine and the National Olympic Committee of Ukraine in cooperation with the Office of the President of Ukraine. The French side provides assistance and organizational support for the Volia Space.

During the Olympic weeks, several events will be held under the Volia Space program with the support of the Ministry of Foreign Affairs: 

Presentation of will as a Ukrainian superpower “Discover Volia: Ukraine's Lifehacks of Resilience” on August 5 at 12:00 (Paris time) by BRAND UKRAINE and Projector Institute

A digital exhibition based on the materials of the Telegraf.Volya art book dedicated to the concept of freedom as a Ukrainian lifestyle

Digital exhibition #WhatWeAreFightingFor about the uniqueness of each region of Ukraine, the struggle for freedom and the inviolability of the principle of territorial integrity 

In addition, during the Olympic Games, the communication campaign will continue on the Ukraine.ua platforms - the official channels of Ukraine (websites and social networks), which the Ministry of Foreign Affairs of Ukraine develops together with BRAND UKRAINE. 

In the future, the VOLIA global campaign will also include lectures on freedom at leading international universities, presentations of the upcoming publication on freedom at international book fairs, and international collaborations in the fashion, art, music, film, video games, etc. industries.