Baydachenko says there are around four or five other Ukrainian initiatives operated by groups that independently set up in the first days of the war.

“We’re all trying to reach Russian audiences with different messages,” she says.

The IAB’s campaign is funded by private companies as well as by donations and sponsors, who are willing to plow large sums into trying to get across the horrors of what’s going on in Ukraine at the hands of Vladimir Putin’s army. “The owners of Ukrainian businesses understand we have a crisis here,” says Baydachenko. “They are willing to spend $10,000, $20,000, $30,000, or $50,000 in order to communicate and bring information to Russia.”