The war in Ukraine has disrupted the communication strategies of European associations, forcing them to rethink their approaches in response to an unprecedented geopolitical crisis. From reacting swiftly to events and ensuring transparency in their actions to delivering messages grounded in solidarity and humanitarian aid, these organisations have adapted to remain relevant. Through concrete examples such as the CEMR’s “Bridges of Trust” project, the FIEC’s multilingual campaigns, and the humanitarian efforts of VOICE and Eurochild, this article explores how the war has amplified collaboration among associations, strengthened their agility, and expanded their reach, highlighting the need to support affected communities and contribute to Ukraine’s reconstruction.

The war in Ukraine has reshaped how European associations communicate. Faced with a major geopolitical crisis, these organisations have had to adjust their strategies, messages, and priorities to meet the expectations of an increasingly aware public concerned with humanitarian, economic, and security issues. This war has introduced new standards of responsiveness, transparency, and solidarity, thus transforming the communication landscape for European associations.

A new geopolitical context

Russia’s invasion of Ukraine has disrupted the global order, and this is reflected in the communication strategies of European associations. Issues previously secondary, such as energy security, strategic autonomy, and human rights, have become central concerns. Associations working in these areas have had to adjust their campaigns to reflect the urgency of the situation, adopting a tone that is both informative and supportive. For example, the European Council on Foreign Relations (ECFR) has increased its reports and webinars, providing ongoing analysis of the geopolitical consequences of the war and influencing policy discussions across Europe.


Example: The European Humanitarian NGOs Network (VOICE)

VOICE, a network of humanitarian NGOs, has intensified its communication to denounce human rights violations and to appeal for emergency aid. Through the #StandWithUkraine campaign, VOICE amplified the voices of Ukrainian refugees. It illustrated the gravity of the crisis through poignant testimonials, creating a sense of urgency and solidarity across Europe.

A more agile and transparent response

The war in Ukraine has highlighted the need for agile and transparent communication. Associations must quickly respond to real-time events and adjust their messages according to the evolving situation. This responsiveness has become vital to maintaining the trust of donors, members, and the general public. Organisations are also expected to regularly and transparently report on their impact.

Example: The “Bridges of Trust” (BoT) Project by CEMR

The Council of European Municipalities and Regions (CEMR), the European section of United Cities and Local Governments (UCLG), launched the Bridges of Trust project in response to the war in Ukraine. The initiative aims to strengthen solidarity and cooperation between Ukrainian and European municipalities by facilitating the sharing of expertise and best practices in local governance and post-conflict reconstruction. The project highlights the importance of structured, collaborative local support by creating long-term partnerships between European and Ukrainian cities.

Communication around this project relies on testimonials from elected officials in Ukraine and Europe, underscoring local authorities’ key role in supporting affected communities. CEMR has strengthened its message of solidarity by emphasising the significant contribution local governments can make to rebuilding Ukraine.

The importance of the human dimension and solidarity

The Ukrainian crisis has reinforced the importance of solidarity in the communication strategies of European associations. In the face of war imagery and human suffering, the public expects an empathetic and compassionate response from organisations. Mobilisation campaigns now feature a human face, with personal stories and direct calls to action to help affected populations.

Example: Eurochild and Support for Refugee Children

Eurochild, an organisation dedicated to defending children’s rights, launched the Children First campaign to raise awareness of the needs of displaced Ukrainian children. Through testimonials and data highlighting the war’s impact on young people, Eurochild has drawn the attention of European policymakers while coordinating specific support actions to ensure access to education and care.

A European and international mobilisation

The war has also fostered greater collaboration among European associations, intensifying their efforts to coordinate responses across the continent. Partnerships and collective action have become crucial to ensuring a coherent and practical approach to the challenges posed by the conflict. This reinforced cooperation is reflected in the messages of many associations, highlighting the need for concerted and collective action.

Example: The International Federation for Human Rights (FIDH)

FIDH has launched several advocacy campaigns to denounce war crimes in Ukraine while calling for a firm international response. Their #StandWithUkraine campaign has been particularly effective. It uses powerful imagery and videos to raise awareness among the European public and encourage more muscular political mobilisation to protect Ukrainian civilians.

Energy and environmental issues at the heart of the debate

Finally, the war in Ukraine has exposed Europe’s vulnerabilities in the energy sector, forcing environmental associations to adjust their messaging. Energy dependence has become a central topic, and the war has strengthened arguments for energy transition and renewable energy sources.

Example: Greenpeace and the energy transition  

Greenpeace has skilfully integrated energy concerns into its environmental campaigns. By advocating for an accelerated phase-out of Russian fossil fuels, the organisation has combined European security issues with ecological sustainability, highlighting the importance of long-term solutions that merge environmental protection with energy independence.

Multilingual communication for an inclusive Approach

European associations have also bolstered their multilingual communication to meet the specific needs of populations affected by the war. By incorporating Ukrainian into their materials, they demonstrate their commitment to reaching broader audiences and directly engaging with those impacted by the conflict.

Example: FIEC’s Manifesto in Ukrainian

The European Construction Industry Federation (FIEC) published a manifesto for the new members of the European Parliament in all official EU languages, including Ukrainian. This initiative, including a Ukrainian version on their website, emphasises the importance of Ukraine’s reconstruction and the European construction industry’s involvement. By adapting their communication to the linguistic realities of the Ukrainian public, FIEC provides a concrete example of how the war has expanded target audiences and strengthened the integration of populations directly affected by the conflict.

As a conclusion

The war in Ukraine has profoundly transformed how European associations communicate. These organisations, at the forefront of defending human rights, providing humanitarian aid, or promoting the energy transition, have had to adapt to a rapidly changing world. Their messages are more responsive, transparent, and rooted in stronger solidarity. Through awareness campaigns, collective actions, or calls for help, European associations continue to play a vital role in addressing this crisis. Adapting and mobilising around solid values will be crucial for maintaining their impact and relevance in the years to come.