Motivational messaging maintains morale as winter bites

Vital information ecosystem promotes defiance and optimism amid Russian strikes and energy blackouts

- Isobel Koshiw KYIV

Adverts on Ukraine's underground system carry motivational messaging: "Together to the victory", "Bravery is carrying on" or "Just a bit more and it will get easier". Psychologists are invited on to TV shows almost daily to offer tips on how to manage anxiety and the breaks are filled with videos in support of the army.

Positive messaging, mental health advice and examples of how to "do your bit" are all part of the information ecosystem helping Ukrainians sustain their morale throughout the war. Experts say this partly top-down, partly organic approach will play a significant role through what is likely to be a punishing winter.

Ukrainian TV channels are running adverts on how people can save energy amid government pleas for consumers to reduce usage. Under the slogan "The rules of a warm country", one video advises people to use alternative methods to keep warm, including using hot-water bottles and cats, and getting together with neighbours.

This winter, Ukraine is facing the frightening prospect of sub-zero temperatures with bouts of no electricity, water and even heating. For the last month, Russia has been targeting critical elements of Ukraine's energy sector with a combination of missiles, rockets and Iranian-supplied drones.

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