For Ukraine’s Tech Startups, Fighting The War Means Memes, Information Campaigns–And Keeping Their Businesses Going


Know-how firms proliferated in Ukraine earlier than the battle. Now the nation’s 250,000 IT staff are taking a look at small methods to make use of know-how to battle again and undermine Russian propaganda.

On Wednesday, Reface, a face-swap app constructed by three younger Ukrainian entrepreneurs, expects to debut a brand new app that makes it simple to create and share war-related visible memes. Ukrainians would be the first to obtain the brand new app, known as Memomet, which the founders hope will each assist battle the knowledge battle and likewise make coping through the Russian assault on Ukraine a bit simpler.

“We realized the memes helped battle nervousness,” says Anton Volovyk, Reface’s chief working officer and an alum of the 2021 Forbes 30 Underneath 30 Europe listing. “Humor is a type of areas the place we are able to hold the Ukrainian narrative going.”

The brand new app is the most recent anti-war effort from Kyiv-based Reface. The agency, which has acquired $5.5 million in seed funding led by Andreessen Horowitz, previously added push notifications informing its 200 million customers in regards to the invasion and urging them to face with Ukraine. It additionally added the Ukrainian flag and the #StandWithUkraine hashtag to all movies created within the app.

By itself, Memomet is the tiniest factor. However throughout Ukraine, the place know-how firms proliferated earlier than the battle and the place the fast-growing inhabitants of IT staff swelled to 250,000, such small efforts, carried out solo or along with the nation’s volunteer “IT Military,” add up. They’re particularly useful for optics within the ongoing data battle and for organizing humanitarian funds and assist. Among the many initiatives undertaken by Ukrainian tech firms and staff are an routinely up to date Google Doc with the most recent data on site visitors at border crossings, a brand new piece of software program to search for digital hyperlinks to Russia and Belarus, and plenty of fundraising for each navy and humanitarian efforts.

“Ukrainians are actually, actually good at self-organizing beneath strain,” says Igor Zhadanov, chief government of Odessa-based Readdle, which creates productiveness apps. “We had dozens if not a whole bunch of initiatives throughout the first 48 hours of the invasion with the IT military as an umbrella to coordinate that. However there isn’t a one one that is the pinnacle of the IT Military. Totally different teams are attempting to determine the utmost affect to battle again.”

After Mykhailo Federov, Ukraine’s Minister of Digital Data, put out a name within the battle’s early days for civilians with digital experience to affix the nation’s IT Military, Ukrainians responded on a Telegram channel by posting duties and inspiring members to make use of distributed denial of service (DDoS) assaults on Russian web sites. “DDoS is a nonstop work. We’re working to enhance it, but it surely’s not our solely exercise,” says one of many nameless directors of the Telegram group. “For DDoS we now have a devoted workforce to resolve what to assault and what’s the precedence.”

However for many tech firms and IT staff, preventing again is about creating apps, posting movies and knowledge on social media, rising consciousness amongst American and European prospects and elevating cash. Teams of volunteer civilians have self-organized with overlapping members and objectives. “If you’re doing one thing that helps folks and makes use of know-how, you’ll be able to say you might be within the IT military,” says Denys Zhadanov, a board member of Readdle (and Igor’s brother). “It’s very decentralized and chaotic. Some firms are switching into this battle mode and a few firms are attempting to maintain the corporate in enterprise as a result of that’s how we finance our operations and pay salaries and taxes.”

“Ukrainians are actually, actually good at self-organizing beneath strain.”

Over the previous eight years for the reason that Maidan Revolution, wherein protesters rebelled towards and ultimately displaced a authorities with pro-Russian sympathies, Ukraine’s tech business, largely comprised of IT consulting companies and software program builders, has been rising at double-digit annual charges. That’s created a brand new class of younger, well-off staff with deep connections to the West via prospects in the US and Europe.

“There’s something very dynamic taking place,” says Andreas Flodström, cofounder and CEO of Swedish-Ukrainian agency Beetroot, which does IT consulting and software program improvement. “You might be a part of the transformation of society, in addition to the transformation of the financial system and business, and that goes hand-in-hand with values of freedom and democracy. You’ll be able to nearly really feel it in your physique when you find yourself there.”

And so the tech staff and their firms have stepped up. In a a lot publicized marketing campaign within the battle’s early days, Web customers flooded Russian restaurant review pages on Google Maps and Russian life-style web site Afisha.ru with particulars in regards to the battle in Ukraine.

Ukraine IT consultancy and software program agency Railsware, equally, tried to use social media to succeed in rank-and-file Russian residents within the early days, undermining Russian authorities propaganda and spreading phrase of the devastation brought on by Valdimir Putin’s invasion of Ukraine. “Russian propaganda says they don’t have any losses and every little thing goes properly in order that they shouldn’t fear, and we now have a whole bunch of movies the place their tanks and vehicles are destroyed and their our bodies are on the highway,” says Sergey Korolev, Railsware’s managing director, who’s Ukrainian however has been dwelling in Krakow, Poland, for the previous eight years.

However the video marketing campaign geared towards Russians didn’t work (“They only don’t need to know the reality,” he says), in order that they refocused on sharing data with western prospects about the right way to assist Ukraine as a substitute. “That is an informational battle,” he says.

Alexander Kholodov, chief government of Dnipro-based Yalantis, an outsourcing agency with some 500 workers, equally targeted on posting data on LinkedIn and different social media, in addition to organizing round $150,000 in donations. “Our messages have been focused to the West,” he says. “Most of our prospects are from the U.S., so we now have a dialog with them.”

MacPaw, which makes Mac software program merchandise, together with its flagship CleanMyMac, took a number of approaches. The Kyiv-based firm positioned banners inside its merchandise with sources on Ukraine that customers, together with these in Russia, might try. Inside two days, the agency heard from Roskomnadzor, the Russian censorship company, that MacPaw’s web site can be listed among the many banned web sites in Russia, says MacPaw spokesperson Julia Petryk. “It was earlier than Meta was banned there and Instagram was banned there,” she says. “We have been one of many first that was banned there.”

After that, she says, the corporate determined to chop off all Russian and Belorussian customers of MacPaw. “It was our personal sanction,” she says. “It’s hypocrisy to offer companies to the international locations that are aggressors on the Ukrainian land.” All instructed, 14,500 Russian customers and 450 Belorussian ones gained’t be capable of renew their annual CleanMyMac subscriptions.

Then, the corporate’s engineers got here up with the thought to trace if there have been any apps operating within the background of its prospects’ computer systems of Russian or Belorussian origins. The end result: Spybuster, launched in late-March, will be downloaded without cost by all Mac customers. A second war-time device, known as Together App, lets workers verify in on one other as they’re dispersed throughout cities and time zones.

SoftServe, a Ukrainian-American outsourcing firm, has equally used technological knowhow for humanitarian functions. From his longtime dwelling in Lviv, SoftServe engineering supervisor Taras Kloba created a dwelling doc to monitor queues at the border. The doc updates usually based mostly on data submitted by way of Telegram, and consists of detailed data, corresponding to “automobile queue in kilometers” and “anticipated ready time” for the entire border crossings between Ukraine and neighboring international locations, excluding Russia.

Kloba, who has lived in Lviv for the final decade, says that he has a accountability to work additional onerous on behalf of his colleagues who’ve taken up arms to defend Ukraine. “I feel that that is one thing in what I’m skilled, and in what I will help in our nation, greater than with weapons,” he says. “That is vital to have such initiatives to assist my nation, and to clarify to myself why I sit at dwelling and didn’t be part of our military.”

SoftServe, which counts main firms like IBM and Cisco as purchasers, started in Ukraine shortly after the nation regained its independence within the early Nineteen Nineties. The corporate’s CEO, Chris Baker, who lives in Annapolis, Maryland, says that they’ve an obligation to contribute to the Ukrainian financial system as a lot as doable. “We herald onerous U.S. foreign money each month,” he says. “Our folks working is an enormous a part of retaining the financial system working, and retaining the financial system working shouldn’t be solely vital now however what occurs after. We pay as you go our taxes, 24 million hryvnia [approximately $812,000], we pay as you go these to the Ukrainian authorities as a result of we all know the Treasury wanted the funds.”

The funds don’t solely assist for taxes, notes Railsware’s Korolev, but additionally assist cowl the prices of relocating workers and their households to security. Because the battle has continued, he says, many staff have arrange store of their basements, the place it’s safer, particularly when the air raid sirens go off. From his base in Krakow, in the meantime, he’s establishing a volunteer middle and trying to find medicines to ship to Ukraine. “We have to generate extra income that we will help our workers and their households, and pay taxes in Ukraine and assist volunteer efforts,” he says

Beetroot’s Flodström can be already enthusiastic about the right way to be ready to rebuild. He’s reshaping the agency’s Beetroot Academy, which has educated greater than 4,700 Ukrainians for IT careers since 2014, to work with Ukrainian refugees in Sweden. More than 4 million refugees have fled Ukraine for the reason that battle started.

“We can’t clear up the entire problem, however I feel we will be one highly effective participant,” he says. “The tech business has an important position now, and can have an much more vital one in rebuilding afterwards.”

With extra reporting by Thomas Brewster





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For Ukraine’s Tech Startups, Fighting The War Means Memes, Information Campaigns–And Keeping Their Businesses Going

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