The main aim of the article is to present examples of governmental public campaigns that are directed at helping refugees from Ukraine and to compare them with each other. The article attempts to generalise academic approaches to the content, tasks and functions of social campaigns, and then, on this basis, seeks to identify similarities and differences in the approaches of the countries studied to promotional activities aimed at helping refugees from Ukraine. It was decided to conduct the research in the form of a case study, comparing government social campaigns from Poland, Germany and the Czech Republic. Not only their content was analysed, but also the reactions appearing on the inaugural social media posts. The article identifies specific approaches related to campaigning aimed at helping refugees. Based on a literature review and practical examples of campaigns, it draws conclusions and recommendations for the conduct of such activities. The suggestions made can be useful not only to better meet the needs of migrants but may also be helpful in reducing possible tensions among citizens, which, as previous experience with refugee crises has shown, sometimes arise in the long term.

Głównym celem artykułu jest przedstawienie przykładów rządowych kampanii publicznych ukierunkowanych na pomoc uchodźcom z Ukrainy oraz ich wzajemne porównanie. W artykule podjęto próbę uogólnienia akademickiego podejścia do treści, zadań i funkcji kampanii publicznych, a następnie na tej podstawie starano się zidentyfikować podobieństwa i różnice w podejściu badanych państw do działań promocyjnych zorientowanych na pomoc uchodźcom z Ukrainy. Badania postanowiono przeprowadzić w formie studium przypadku, porównując rządowe kampanie publiczne z Polski, Niemiec i Czech. Analizie poddano nie tylko ich treść, ale również reakcje pojawiające się pod inauguracyjnymi postami w mediach społecznościowych. Artykuł identyfikuje konkretne podejścia związane z kampaniami mającymi na celu pomoc uchodźcom. Na podstawie przeglądu literatury i praktycznych przykładów kampanii wyciągnięto wnioski i zalecenia dotyczące prowadzenia takich działań. Przedstawione sugestie mogą nie tylko pomagać w lepszym zaspokojeniu potrzeb migrantów, ale również być przydatne w zmniejszaniu ewentualnych napięć wśród obywateli, które, jak pokazują wcześniejsze doświadczenia z kryzysami uchodźczymi, czasami pojawiają się w dłuższej perspektywie.

The purpose of the article is to identify changes in the attitudes, values and postulates of Ukrainian consumers during the Russian aggression and to assess the trends of changes in the development of marketing communications of enterprises during the war in Ukraine. Critical analysis of the literature on this topic was used as research methods in the theoretical part. In the empirical part, the descriptive-comparative method and case studies were used to analyze the content of advertisers and the reaction of consumers to them. For her research, carried out in September 2022, the Author applied a survey on the Google Forms platform, in which 198 respondents aged 18–25, from universities in different regions of Ukraine, took part on a voluntary basis. The research sample is deterministic, not representative. In addition, the article uses the results of research on this topic by the research companies Gradus Research, Deloitte Ukraine, Kantar, and the American Chamber of Commerce, all conducted between February and October 2022. The results of the research as presented in the article allow us to conclude that Russian aggression significantly influenced the behavior of consumers and their preferences regarding communication messages. Currently, processes related to the protection of national identity are taking place in the Ukrainian society. Therefore, since the first days of Russian aggression in Ukraine (dating since February 24, 2022), a great demand has been seen for the values of patriotism in advertising campaigns, and consumers prefer brands that advertise them. At the same time, the results of the study indicate that the continuation of the armed conflict may lead to a habituation effect and a certain decrease in the effectiveness of marketing communication of enterprises based on the category of patriotism in their campaigns.