"Why does Olena Kravets speak for the military?" Ukrainians were outraged by the advertisement of the brabrabra lingerie brand, the star of "Quarter 95" reacted

The other day, a scandal erupted around the former Kvartal 95 actress actress Olena Kravets and the brabrabra lingerie brand, a scandal erupted over a new advertising campaign that has charitable intentions. The One for One initiative, in which famous Ukrainian women use their media presence to popularize the military's problems with underwear, has caused a negative reaction.

There are several reasons for this, so the brand and Kravets tried to respond to the criticism of Ukrainians on their social media. OBOZ.UA decided to talk about all the circumstances of the scandal.

What is the problem with billboards?

It should be explained that this initiative is not new. On January 24 last year, a photo of Kravets appeared on Instagram brabrabra with two quotes taken from the direct speech of the military with the call signs "Mother" and "Piranka."

Both characters complained that they were uncomfortable performing tasks in the kits they had.

The stars talk about these inconveniences in advertising because they have a more tangible media impact. That was the idea. However, it was not very clear.

Back then, the brand's subscribers criticized the decision to use Kravets' photo for this cause and were outraged that the initiative did not involve media warriors, of whom there are many in our time.

As it has become clear recently, brabrabra did not listen to the critics, so offline advertising appeared in Kyiv. We saw it, for example, in the subway. These photos quickly spread online and caused a wave of outrage. This time, not only because of Kravets' face but also because of the mistakes in the spelling of the quotes.

Public reaction

Ana More, executive producer and host of Hromadske Radio, wondered: "Why should Olena Kravets speak for the military? Even if we get past the strange combination of Kravets' photo and the quote about the military, swallow the wording when someone speaks for someone else again, and get to "one for one", showing that this is a message about women in the rear supporting women in the army, the question still remains: why would they do it this way?"

Ukrainians see the problem not only in the idea but also in the wording of the quote and problems with punctuation. Many people believe that such social projects in wartime need to be "licked to perfection," especially when it comes to advertising in public places.

Incorrect wording, poor design, and typos only distract attention from the problem, they said online.

"I am not a great expert, but I felt that something was wrong with the text. I checked with a specialist. Indeed: the phrase is worded in such a way that it means "breasts performed a duty and fell out", not a female soldier performed a duty and had some inconvenience.", "It is worded fu**ed up, as if breasts have some kind of duty. "Speaks for the military" in the written text", "And a comma, a comma is unnecessary! I don't know why successful businesses don't hire editors. I don't know why they don't hire brains, either," the viral posts on Facebook read.

Brand reaction and Kravets

The host and brabrabra teamed up to respond to common dissatisfied comments from Ukrainians.

As they explained, Kravets, as well as host Nadia Matveeva, blogger Dasha Kvitkova, and Olga Rudneva, volunteered to take part in the charity project to raise awareness of the problems of women on the front line. The photos of the heroines were not suitable because they could jeopardize their safety.

The quote has not been edited to keep it "direct". The goal of the project is to raise funds for 10 thousand pairs of high-quality and comfortable underwear for the military.

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