Espreso. Global

"No harm intended": Meduza and Lure apologize to Ukrainians for war-themed ad

Lina Mostavlyuk
3 February, 2025 Monday
18:08

The German creative agency Lure and the Russian media Meduza, which ran an ad using photos of victims of Russia’s war in Ukraine, have apologized to Ukrainians

client/title.list_title

This was reported on the Instagram accounts of both Meduza and Lure.

The Russian outlet Meduza, which launched a European ad campaign highlighting the “suffering of the free press” using real images of Ukrainians suffering from Russian military aggression, has issued a statement. In it, the publication stressed that it condemns the war, holds Russia responsible for starting it, and is “doing everything in its power to help bring it to an end.”

However, it also noted that “the content for the video was selected with care and in full compliance with legal requirements.” In other words, Meduza saw no issue in using images of Ukrainian victims of Russian attacks to raise funds for its own media operations.

“It [the ad – ed.] included images of Ukrainians who had not given permission for their use. This was a mistake, and we deeply regret it. We apologize to everyone negatively affected by our advertising campaign. We never intended to cause harm, especially to those who have suffered from Russian aggression, and we are truly sorry,” Meduza wrote.

Lure, the German agency that created the ad for Meduza for free, also expressed regret, particularly over the inclusion of Yaroslav Bazylevych. The ad featured a photo from the funeral of his family, who were killed in a Russian strike on Lviv.

“We sincerely apologize to the people of Ukraine for any pain our campaign caused. Our intention was never to exploit suffering but to stand in solidarity with Ukraine and support independent journalism that challenges Russian propaganda.”

Both Meduza and Lure said they ended the campaign on February 2.

“We remain committed to supporting those fighting for truth and justice against Russia’s brutal war and propaganda machine,” Lure added.

  • As a reminder, Ukrainians recently noticed that a Berlin cinema was running an ad for Meduza that used war footage from Ukraine. Alongside images of explosions and destruction caused by Russian attacks, Lure included a photo of Ukrainian Yaroslav Bazylevych at the funeral of his family, who were killed in a Russian strike on Lviv on September 4 last year.
  • Ukraine’s Ambassador to Germany, Oleksiy Makeyev, later received a letter from Lure’s creative director and founder, informing him that the agency had shut down the campaign.
Tags:
Read also:
  • News
2025, Wednesday
12 February
09:57
Russian missile attack on Ukraine kills one, sparks fires across multiple regions
09:36
Russia loses 1,150 soldiers and over 200 units of equipment in day of war in Ukraine
2025, Tuesday
11 February
21:15
Exclusive
Corruption in Ukraine’s MoD is only one of problems, says member of Public Anti-Corruption Council
20:45
U.S. will not send troops to Ukraine – Pentagon chief Hegseth
20:22
Exclusive
Trump signals end to free support, lend-lease considered — Defense Express
20:01
"Do you want a civil war?" How Russia tailors propaganda for every Ukrainian
19:40
Interview
“We face a monster with vast resources”: Ukrainian historian on fight against Russian cultural colonization
19:20
Exclusive
Ukraine lacks resources to halt Russian advance efforts in Kupiansk direction
18:55
Exclusive
Political expert: No signs of peace plan being paused
18:36
Tucker Carlson spreads fake that Kyiv sells U.S. weapons to Mexico — Ukraine responds
18:14
Four children rescued from Russian-occupied territories and returned to Ukraine
17:55
Secretary Rubio: U.S. aims to foster peace in Ukraine, Middle East
17:36
Japan grants $58 million to Ukraine for reconstruction
17:14
U.S. President to impose tariffs on Ukrainian steel: Kyiv seeks solutions
16:55
OPINION
Putin must realize that military victory is impossible to achieve peace in Ukraine
16:35
Exclusive
EU's plan to seize Russia’s shadow tankers: Global fight for environmental security – Lakiichuk
16:15
U.S. Congress proposes reviving Lend-Lease program for Ukraine
15:55
Russia removed all limits on violence against Ukrainian POWs since war's early weeks
15:33
U.S. to push EU to buy more American weapons for Ukraine
15:14
Drones now leading cause of civilian deaths in Ukraine war — UN
14:53
Does Ukraine’s "Sivalka VM8" stand a chance against Russia’s TOS-1 Solntsepyok?
14:34
Exclusive
Ukraine's strikes on oil depots, airports threaten Russian bombers: military expert on Saratov attacks
14:15
Russia forces toddlers in occupied Kherson region to support military
14:10
Updated
Trump's special envoy Steve Witkoff's plane allegedly in Moscow, Kremlin has "nothing to say"
13:55
Ukrainian forces retake positions in Pishchane, Russia advances near 7 settlements
13:34
Exclusive
Slowly but surely pushing Russian troops toward border north of Kharkiv — Ukraine’s Khartia brigade
13:16
North Korea sends 200 long-range artillery pieces to Russia, Seoul says
12:57
Ukrainian forces confirm hit on oil refinery in Russia's Saratov region
12:20
North Korea threatens citizens for “spreading rumors” about soldier casualties in Russia-Ukraine war
11:56
Review
Ukrainian Atlas project aims to shield 1,300 km of frontline from Russian drone attacks. Serhiy Zgurets’ column
11:37
Trump says Ukraine "essentially agreed" to give U.S. access to its $500 billion in minerals
11:17
Exclusive
Ukraine Russia war live map, January 29 – February 5
Russian troops are getting closer to Kostiantynivka, targeting Ukraine's defensive rear
10:39
Ukraine reports 139 combat clashes on frontline, Russia actively storms Pokrovsk direction
10:17
OPINION
Trump and Putin's secret talks: no concrete agreements exist
09:51
Russia loses 1,390 soldiers, 44 artillery systems and air defense system in day of war in Ukraine
09:36
Trump announces meeting with Zelenskyy, confirms Kellogg's upcoming visit to Ukraine
2025, Monday
10 February
21:30
Exclusive
Ukrainian major: Kellogg supports us more than other Trump associates
21:10
Russian forces struggle with equipment shortages despite infantry strength – 3rd Assault Brigade
20:50
Representatives of Trump's team to visit Ukraine this week - Zelenskyy
20:30
Exclusive
Ukraine has record low natural gas reserves - energy expert Omelchenko
More news