Research Project Championing Freedom: Increasing Popular Support for Pro-Democracy Causes
Razom’s Advocacy program is working to enhance engagement with American audiences in order to establish popular, long-term support for Ukraine in the United States.
As part of its advocacy work, Razom received a grant supporting a project titled Championing Freedom. Its purpose was to understand what motivates Americans to support pro-democracy causes and be in favor of government support for a fight for freedom outside the U.S., as in the example of Ukraine.
The Championing Freedom project lasted six-months and examined how Americans, as well as pro-democracy activists around the world, identify with democratic causes. Russia’s full-scale invasion of Ukraine was the case study used to better understand just how Americans think about supporting and defending democracy. The project was conducted in cooperation with Ukrainian civil society groups, global pro-democracy campaigners, friends of Ukraine, and other communicators already working in this space.
The results of the research can be applied by pro-democracy movements to activate popular support for foreign nations under invasion that is committed to preserving their democracy.
Key findings
The key question this research sought to answer is how Americans feel, perceive, and understand Russia’s ongoing war against Ukraine.
The poll conducted in August, 2023 showed that 63% of Americans support continuing military support for Ukraine in next year’s federal budget. The poll, conducted in October, confirmed that 60% of U.S. voters believe that America’s allies and enemies would view a U.S. withdrawal of military support for Ukraine as a sign of weakness.
However, the resumption of the Israel-Palestine conflict introduced a split among the respondents, with some demonstrating less support for military aid to Ukraine if aid is linked to Israel, while others indicated more support.
Messages that place Putin as the main villain and mastermind of the war against Ukraine and other conflicts around the world performed best in persuading Americans to support Ukraine.
70% of Americans believe that Ukraine should win the war imposed by Russia — this number holds throughout time — however, they do not see any side currently winning.
This response is important; winning is crucial for Americans to become invested in any conflict. Currently, Americans do not have a vision of a Ukrainian victory, and shaping that vision would be integral to obtaining popular support in the U.S.
When describing a timeline for the commitment to a struggle, many Americans hear “as long as it takes” as code for “forever”. Proclaiming “victory” as the end goal of aiding Ukraine is crucial to obtaining and sustaining popular support in the U.S.
Survey results indicated that the goal of “defending democracy” lacks broad appeal in the U.S. because different segments of Americans understand the word “democracy” differently. “Defending freedom” unites and motivates Americans more.
Comprehensive interviews with members of the general public indicate that Americans feel that their nation is weak and ineffectual, and are cynical about America’s goodness as a nation. Respondents once again want to feel strong, effective and good. They want their country to lead, but also want that the burden of leadership be shared with the allies. Most think that European allies are not doing their fair share in the war, and should be doing more. Whether it is true or not, this is how Americans perceive their role in the ongoing Russian war against Ukraine.
Key arguments
From our research, there are key points Americans need to know to sustain popular support for
Ukraine. Americans need to know the main facts about events in Ukraine,and most do not have accurate information, therefore sharing key arguments is crucial.
Key stories
Beyond polling, another element of this project was a series of deep-dive interviews with a representative group of American voters. When combined with the polling data, a pattern of narratives emerged around how Americans identify with and support Ukraine’s fight for freedom.
Heroic Moments from Shared History
For many Americans, helping Ukraine is a chance for the U.S. to be a hero to the world, just as in World War II. The American Revolution of 1776 is sacred to both Americans and Ukrainians. Describing Ukraine’s fight as a revolt against Russia’s colonial domination—or Ukraine’s own “1776 moment”— can inspire Americans and make them more closely identify with Ukraine.
Respecting Order, Protecting Innocents
Many Americans are deeply offended and moved by Russia’s abuse of innocent lives: the bombing of civilians, abduction of children, rape of women, and other war crimes. They need to hear the stories that bring to life Russia’s rule-breaking, use of torture, and targeting of civilians beyond more abstract claims that Russia is “violating international law.” Narrating the suffering and bravery of Ukrainian civilians living in Russian-occupied areas gives Americans a better understanding of Ukraine’s stake and motivation in this war.
Doing What’s Right *
Narratives about America’s fundamental desire to oppose evil and fight for good; America’s role as the world’s most powerful nation should be provided. Stories should narrate fundamental values—the right to safety, security, freedom, and self-determination. When a major power attacks a small nation, most Americans want the U.S. to side with David and beat Goliath.
* America’s stance in the ongoing Israeli-Palestinian conflict, however, detracted from this argument as many Americans see a double standard in how the U.S. has responded to the protection of innocents in the Middle East conflict and Russia’s invasion of Ukraine.
Winning a Safe, Freer Future
The fundamental purpose of Russia’s invasion of Ukraine is for Russia to define the future of humanity: oppression vs. freedom; liberty vs. censorship; impunity vs. the rule of law. Offering a vision of a future where Ukraine’s victory makes the world safer and deters future authoritarian aggression motivates Americans to be more invested in Ukraine’s cause.
Summary
The research demonstrated that content featuring Putin as an enemy of the free world and the U.S. as a force for good, works for different audiences, especially conservative and independent ones, to amplify support for Ukraine. Since Putin enjoys an extremely low approval rating even among anti-Ukrainian audiences in the U.S., the most universally persuasive messages would focus on him personally.
Based on research insights, Razom, in partnership with Spirit of America, produced an ad that features Col. Matt Dimmick, who went to Ukraine and is an avid advocate in the U.S. of Ukrainian victory.
Overall, Americans’ hearts are in the right place: the majority of people are motivated to support causes to help civilians and vulnerable populations and to safeguard justice and freedom for all. What Americans lack are awareness and reliable facts. Due in part to a competitive information environment, people repeat a set of statements they hear from public figures and in the media (e.g. that the war is a “territorial dispute”, Ukraine is “too corrupt”, the U.S. has given Ukraine a “blank check”, etc.). These types of statements disperse public attention from Ukraine and refocus it on Americans’ deepest anxieties and concerns.
Educational and informative campaigns aimed at boosting awareness about Ukraine and providing Americans with reliable information from resources they trust, are key to securing popular support for Ukraine in its fight for freedom.
This research was conducted in real time and the results were influenced by a fast-moving news cycle. Future research would be beneficial to ensure these findings stay relevant.
Project team
Katya Pavlevych, Project Manager, Razom for Ukraine
Gretchen Barton, Team Lead, Worthy Strategy Group
Kirk Cheyfitz and Rose Hackman, Narrative Development & Strategy, Kirk Cheyfitz/ Political Narrative,
Stephen Clermont, Polling Lead, Change Research
Ellen Kirk, Creative Project Manager
Milan De Vries, Content Testing and Analysis
This research was supported by the Temerty Foundation and Open Society Foundation.
FOR IMMEDIATE RELEASE
December 11, 2023
Contact:
Nana Gongadze, Head of Advocacy Communications
nana.gongadze@razomforukraine.org
Razom For Ukraine Welcomes New Advocacy Advisory Board Members
WASHINGTON, D.C. – Razom Advocacy, a program of Razom for Ukraine committed to advancing Ukrainian victory, announces the addition of three new members of its Advocacy Advisory Board. Composed of experienced leaders, the advisory board will guide the Razom Advocacy team as it seeks to ensure that Ukraine receives the tools it needs for a swift victory.
The three new members are:
Gen. Philip Breedlove (ret.), Former Supreme Allied Commander, Europe
Mark Levin, Executive Vice Chairman and CEO, National Coalition for Supporting Eurasian Jewry
Steven Moore, President, Ukraine Freedom Project
“We are thankful to these influential experts and executives for joining our Razom Advocacy Advisory Board. They bring decades of experience in the military, international politics, and the government, and have already done so much to help Ukraine at this critical time. Together, we will continue to work relentlessly to make sure Ukraine gets the resources it needs for victory,” said Mykola Murskyj, Director of Advocacy for Razom for Ukraine
Established in the United States in 2014, Razom strives to create a more democratic and prosperous Ukraine. Razom Advocacy was created in March 2022 as part of Razom’s response to Russia’s full-scale invasion. Since then, Razom has raised more than $100 million for emergency relief and psychological assistance to Ukrainian civilians, supplies and generators for medical facilities, tactical medicine and communications gear for the armed forces, and support for Ukrainian cultural projects.
New members join the existing Razom Advocacy Advisory Board, which includes:
Dr. Anders Åslund, Senior Fellow at the Stockholm Free World Forum for Global Affairs
Ambassador Paula Dobriansky, Former U.S. Under Secretary of State for Global Affairs
Archbishop Borys Gudziak, Metropolitan-Archbishop of the Ukrainian Catholic Archeparchy of Philadelphia
Victor J. Herlinsky, Jr., Attorney, Sills, Cummis & Gross
Yevhen Hlibovytsky, Partner, Pro.Mova Consulting
Lt. Gen. Ben Hodges (ret.), Former Commanding General, U.S. Army Europe
The Honorable Tom Malinowski, Former Representative for New Jersey’s 7th District, U.S. House of Representatives
Oleksandra Matviichuk, Head, Center for Civil Liberties & 2022 Nobel Laureate
Nate Mook, Former CEO, World Central Kitchen
Nataliya Popovych, Founder & President, One Philosophy & WeAreUkraine
Christina Walsh, Senior Director of Activism and Coalitions, Institute for Justice
Diane Zeleny, Head of External Affairs, Radio Free Europe/Radio Liberty
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For media inquiries or other questions, Nana Gongadze at nana.gongadze@razomforukraine.org. Razom (“together” in Ukrainian) is a U.S.-based nonprofit dedicated to helping build a more democratic and prosperous Ukraine. More information is available at RazomForUkraine.org.
Header image: Delegation with Senator Chuck Grassley
Razom, in cooperation with Nova Ukraine, HTX4UKRAINE and MedGlobal, recently hosted a delegation of distinguished religious leaders from the Ukrainian Council of Churches and Religious Organizations (UCCRO) for advocacy programming in Washington, D.C. and Houston, Texas.
The Ukrainian Council of Churches and Religious Organizations (UCCRO) was established in 1996 as an interdenominational institution, aiming to unite the efforts of various denominations to focus on the spiritual revival of Ukraine, coordination of interconfessional dialogue in Ukraine and abroad, participation in a legislative process on church-state issues, and the implementation of comprehensive charitable actions. It is one of the largest nonprofits in Ukraine and represents over 95% of religious communities in Ukraine, including Christian, Jewish, and Muslim communities.
During their visit, the delegation engaged in a series of meetings with U.S. government officials, church counterparts, local communities, and media outlets, while also attending a range of public events.
The delegation shared information and perspectives on the state of religious freedoms in Ukraine and highlighted Russia’s disinformation efforts. They also exchanged insights with their U.S. counterparts, shedding light on how Ukrainian religious communities have responded to Russia’s invasion and the profound impact of Russia’s aggression on religious life within Ukraine.
Highlights included:
The visit highlighted the unity and diversity of Ukrainian religious communities in the face of Russia’s full-scale invasion, and gave the leaders a chance to spread their message to a wider audience through interviews with the press.
Press coverage highlights include:
We extend our heartfelt gratitude to all of our partners and friends for engaging with the UCCRO delegation last week and helping us organize this trip!
(Uliana Storoshchuk / Ukraine Action Summit)
Pictured, right to left: Svitlana Kukharuk, Ukraine on Campus stipend awardee, Vitalii Svichinskyi, Razom in Ukraine, Oleksa Martiniouk, Ukraine on Campus
Hailing from universities across California, Florida, Iowa, New York, and Wyoming, the first cohort of Ukraine on Campus stipend awardees brought their unique stories and impactful advocacy to the halls of Congress recently. Razom for Ukraine, through the Ukraine on Campus project, was able to support five students in offsetting the cost of attending the third Ukraine Action Summit, which took place October 22-24, 2023.
The Summit, organized by the American Coalition of Ukraine, of which Razom is a founding member , consisted of panel discussions, collaborative advocacy training, and Congressional meetings on Capitol Hill. The three day event offered students, and constituents at-large, an opportunity to engage with their Congressional Representatives and Senators and develop sustainable relationships with their offices in advancing continued and unwavering support and aid for Ukraine. Student awardees brought their unique perspectives, academic expertise, and personal connections to Ukraine as they sat down with members of Congress and their staff to present legislative remedies to the greatest challenges facing Ukraine and her allies today.
This semester’s cohort of UAS stipend awardees included students from across the country, each displaying highly unique, yet very impactful leadership in championing Ukraine on their campuses and in their local communities. Solomiya Kovalenko, a student at Iowa State University, co-hosts a podcast about Ukraine on the local radio station in Ames, Iowa, in addition to her work with the Ukrainian club there. Svitlana Kukharuk, studying human rights at Bard College, launched the Ukrainian Solidarity Club focused on social, cultural, and activist outreach,after serving as an on-campus ambassador with the Lubetzky Foundation’s Global Democracy Ambassador Scholarship program. Pournima Narayanan, engages students at Stanford and beyond through her work with the Ukraine Support Alliance at Stanford and SUSTA, and makes an impact in the community through TeleHelp Ukraine and Brave Generation‘s MentorUkraine program. Oleksandra Nelson, president of the Ukrainian Student Association at the University of Florida, leads efforts to fundraise, educate, and advocate both on campus and in the Gainesville city community. Anastasiia Pereverten, working on an advocacy-related capstone project for the Honors College at the University of Wyoming after an internship with the New Lines Institute, has championed Ukraine in her small college town with everything from rallies and fundraisers to movie screenings and stickers.
Ukraine on Campus, already a database of 50+ Ukrainian student groups across American university campuses, is a developing project focused on connecting students interested in championing Ukraine and mobilizing the resources they need to activate their campuses in support of a Ukrainian victory. Its goal is to engage student activism both on campus and beyond through conferences, event tours, and more.
Like with the Ukraine Action Summit, Ukraine on Campus will offer a number of travel stipends for students to attend the Association for Slavic, East European, and Eurasian Convention this November-December. This year’s theme is decolonization, which is vital to the study of Ukraine.
Community advocacy event organized by the American Coalition for Ukraine to bring together over 500 participants to meet legislators and attend advocacy trainings
Media event on Tuesday, October 24th at 8:30 am featuring Representatives Doug Lamborn, Mike Quigley and Daniel Goldman
About the Summit
Razom, as a member of the American Coalition for Ukraine, will take part in the Fall 2023 Ukraine Action Summit on October 22-24, 2023 in Washington, D.C. The second event of its kind this year, the Ukraine Action Summit consists of Congressional meetings, advocacy workshops, and panel discussion for constituents and organizations from the Ukrainian American community and beyond. At Congressional meetings, advocates will urge elected officials to provide critical continued support for Ukraine in response to the Russian full-scale invasion. Razom is a founding member of the Coalition, which was formed in August 2022.
An all-participant kick off, featuring remarks from Representatives Doug Lamborn and Mike Quigley, will take place on Tuesday, October 24th 8:30am, at the South Panel of the West Front Grassy Area in front of the US Congress building, north of the United States Botanical Gardens.
This year’s Summit will feature over 500 participants from across the country in attendance, from 36 states, representing 97 partner organizations in the American Coalition for Ukraine. Advocates will join 150+ meetings with members of the U.S. House and Senate; a powerful show of pro-Ukrainian unity across the country. This fall’s Summit will include over 100 additional advocates compared to the April 2023 Summit, demonstrating the growth of pro-Ukraine advocacy as the war continues.
Summit participants will be advocating for measures and resolutions to help Ukraine continue to prevail against Russian aggression, including for urgent supplemental funding for Ukraine, expedited long-range weapons deliveries, and for bills to transfer Russian state assets held in the U.S. to Ukraine (REPO Act) and resolutions recognizing Ukraine’s invasion as a genocide (H.Res. 154/S.Res. 72) and condeming Russia’s illegal deportation of Ukraine’s children (H.Res. 149/S. Res.158). Congressional meetings will take place on Monday, October 23rd and Tuesday, October 24th.
Razom extends our deepest sympathies to the victims of the recent attacks in Israel and all Palestinians suffering in its wake. As an organization that has been working intensely with victims of war, terrorism and violence since February of 2022, Razom condemns the deliberate targeting of civilians and stands in solidarity with all who suffer at the hands of terrorists. We stand on the side of humanity.
We urge the global community to come together and combat unlawful violence and ensure that those who are responsible for such heinous acts are held accountable.
We also call on the global community to continue supporting a free and prosperous Ukraine and recognize that Russia’s actions against Ukraine and its people violate international law and human rights. We call on the international community to take necessary actions to hold those responsible accountable.
