A scandal erupted on social media over an unsuccessful public service advertisement featuring Ukrainian soldier Matsiyevsky

A social media scandal erupted over an unsuccessful social advertisement.

Former journalist and now servicemember Elena Belozerskaya posted a photo on Facebook of a billboard featuring Ukrainian soldier Oleksandr Matsievsky, who was executed by Russians after saying “Glory to Ukraine.” At the bottom of the photo was a call to switch to the Ukrainian language. As known, Matsievsky’s last words were spoken in Russian.

“Switching to Ukrainian is necessary, that’s a fact. Matsievsky is a hero, that’s not up for discussion. But why is this call illustrated with this particular photo? After all, Matsievsky’s last ‘Glory to Ukraine!’ was said in Russian… Like, if he had said it in Ukrainian, he wouldn’t have been shot, or what?” Belozerskaya wrote.

In the comments, users also criticized the social advertisement:

“Completely unsuccessful social advertisement”;

“Because this is their strategy. They deliberately do seemingly right things but in such a backwards way that they start working in the opposite direction. Just like the recent social advertisement with slogans like ‘IT WILL GET WORSE’, etc. It seems okay, but in fact, it’s demotivation and aims to achieve the opposite result. The author of this idea, I am sure, will receive a hero of Russia award”;

“And who is the customer of this? The stupid and active ones need to be brought to light.”

One of the commentators noted that it is likely that permission was not obtained from Oleksandr Matsievsky’s family for this advertisement, which could lead to a lawsuit.

“To place such an advertisement, you need the consent of Matsievsky’s relatives. I doubt they have it, so you can safely file a lawsuit. Those who placed this ad need to think not only about themselves but also about the feelings of the relatives. As for the quality and effectiveness of this advertisement, I’ll stay silent.”