One of many largest IT corporations in Ukraine has been waging its personal informational protection towards Russian propaganda for the reason that begin of the incursion.
When the Russian invasion started, digital advertising agency Netpeak, made a redirectional internet web page on its web site for Russian customers. That website mirrored insights concerning Russian propaganda and proof of conflict crimes by Russian forces, based on Artem Borodatyuk, founder and CEO of Netpeak Group.
“After that, we confronted not less than two DDoS assaults. As a result of fixed monitoring and fast response, we dealt with these assaults with none unfavourable affect on the corporate’s infrastructure, Borodatyuk advised TechNewsWorld.
Netpeak is now formally blocked by Roskomnadzor, the Russian federal service for supervision of communications, info expertise, and mass media.
From the primary days of the conflict, Netpeak firm officers in Ukraine and its U.S. headquarters in New York helped to evacuate workers and their households from Kyiv, Kharkiv, and different cities that had been beneath energetic shelling.
“Now we proceed to watch the scenario and are prepared to help with the evacuation to those that would want it,” stated Borodatyuk.
“We usually acquire and current details about volunteer facilities overseas, residences for hire in Ukraine and overseas, and likewise created chat rooms the place our workers situated in the identical space can assist one another.”
Combating on Two Fronts
Earlier than the conflict, Netpeak developed SaaS providers in a digital advertising section, promoted companies, made cell apps, organized occasions, and invested loads in social tasks. When the Russian invasion started, the corporate had 900 workers and 5,000 purchasers.
Netpeak Group consists of 14 corporations, based on the corporate’s PR Supervisor Natalya Popova. They proceed to function regardless of the conflict to help Ukraine’s financial system, she stated. The corporate additionally contributes to Ukraine’s informational protection towards Russian propaganda along with different IT corporations based and primarily based in Ukraine.
“We host every day group e-meetings with an authorized psychologist, the place workers might share their considerations and emotions. There are additionally common conferences with executive-level managers,” stated Borodatyuk.
They share information each in regards to the firm’s actions and unique details about the scenario in Ukraine which is obtained firsthand from approved sources, he added.
Backlash In opposition to Russian Propaganda
From the primary day of the conflict it turned clear that Russian residents didn’t know what was actually occurring. Fooled by native media, they thought of the lethal conflict as a “particular operation,” Borodatyuk famous; including that they don’t perceive the results of this conflict; not just for Ukraine, but in addition for the Russian Federation itself and the complete world.
“Moreover, they strongly consider that Russian troops are saving Ukrainians from Nazis when the true scenario is kind of reverse,” he stated. “Russia is an invader in reality, manipulating the minds of its residents. Identical to in George Orwell’s 1984: Conflict is peace. Freedom is slavery. Ignorance is energy.”
That’s the reason Netpeak determined to make use of all out there digital instruments to indicate common Russians, (e.g., entrepreneurs, lecturers, scientists, college students, and oldsters) the reality in regards to the conflict, Borodatyuk supplied.
Netpeak officers typically joke about being proud to be blocklisted by the choice of the Russian Normal Prosecutor’s Workplace, quipped founder and CEO Artem Borodatyuk.
The Ministry of Digital Transformation and Cyber Police of Ukraine supported Netpeak Group’s public consciousness efforts of backlash towards Russian propaganda strategically and tactically from day one of many invasion.
The ministry offered Starlink gear so Netpeak can proceed to function regardless of cable connection points.
“Vice Prime Minister of Ukraine and Minister of Digital Transformation Mykhaylo Fedorov will get sufficient stations to make sure the work of our quickly relocated workers — even in these areas the place we now have not ever had places of work. For instance, within the cities of western Ukraine,” stated the CEO.
Caring for Its Personal
Netpeak Group has a well-built construction, with almost 20 p.c of the corporate engaged in countering Russian aggression. Now the group is working in a number of instructions, based on Borodatyuk.
Netpeak made advance funds to its workers early at the beginning of the conflict and continues to pay salaries upfront. For the reason that group’s actions have centered totally on the Ukrainian market, it’s rebuilding its enterprise processes to go overseas.
Greater than 40 workers have switched their positions to speed up this growth to the brand new markets. The group nonetheless retains jobs in corporations centered on the Ukrainian market which have a major income discount.
“We are attempting to carry our place on the home market and aiming to enter new markets to outlive ourselves and help the Ukrainian financial system. To attain this objective, it is very important proceed to care for the staff. Secure and first rate working situations should be upheld to keep up competence,” stated Borodatyuk.
Plans in Movement
Considered one of Netpeak’s major missions is to cease the usage of Russian-made software program in authorities and enterprise circles. By paying for Russian software program merchandise, corporations sponsor Russian aggression towards Ukraine.
“In a roundabout way, after all, however Russia makes use of the taxes from this earnings to finance the conflict. So, we insist on stopping the Russian financial system and supporting the Ukrainian financial system as an alternative, stated Borodatyuk.
Cities are being destroyed beneath large shootings, inflicting victims among the many civilians. As of April 4, 161 youngsters had died because of Russian attackes, cited NetPeak’s CEO.
The corporate made a listing of providers of Russian origin and offered options for people who proceed operations in Russia, obtain fee from Russian purchasers, and pay for Russian places of work, salaries, and taxes.
Borodatyuk stated it is straightforward to switch from Russian software program merchandise to options which can be 100% Ukrainian. He shared a list of providers which he affirmed is checked and verified to be used.
One other important avenue is supporting humanitarian support efforts. Netpeak develops its personal tasks to offer extra humanitarian support to Ukrainians. For instance, its staff kinds medical kits for the native navy territorial protection and provides meals and clothes to a maternity hospital in Odesa. Folks concerned about serving to Ukrainians who are suffering from the conflict with Russia can go to Netpeak Foundation.
Protect Ukrainian Kids prompts People to ship a letter to their elected officers to induce help of Ukraine in its battle towards the Russian invasion. Ukraine’s Ministry of Digital Transformation, along with The Kyiv Faculty of Economics and Ukrainian IT corporations have established Truth Fund to struggle disinformation in regards to the conflict. The intention is to disseminate correct details about Russia’s aggression towards Ukraine.
Netpeak’s social media adverts from Feb. 27 to Mar. 3 acquired greater than 93 million impressions in Russia and Belarus. As of the top of March, the full quantity hit nearly 600 million views, based on Borodatyuk.
Some adverts urge Russian moms to not let their sons struggle in Ukraine, highlighting the horrible penalties of the Russian military’s actions there. The adverts inform the reality in regards to the conflict that triggered solely destruction, not salvation, as preached within the Russian media.
“We use paid promotion instruments on Fb and Instagram, video adverts on YouTube, banner photographs for Google accomplice websites and Yandex Direct, and likewise cowl main Russian social networks VK and Okay.ru,” the CEO stated, noting that probably the most well-liked movies on Netpeak’s YouTube channel has 3.4 million views.
In European international locations, Netpeak’s promotional campaigns include details about what is occurring in Ukraine to disclose the crimes dedicated by Russian troops. The variety of individuals reached from March 5 to March 31 is 40.5 million, stated Borodatyuk.
A separate firm staff is spreading the details about the conflict on Russian social community VKontakte and the video platform Rutube.
Some 60 p.c of staff members are from Netpeak Group, whereas 40 p.c are volunteers. By March 31, they contacted greater than 10,000 Russian residents by way of non-public messages and feedback.
“On the identical time, we’re influencing Russians through Telegram, probably the most well-liked social networks in CIS international locations. Utilizing our Telegram promotion abilities and the educating strategy, we’re altering the Russian residents’ minds step-by-step, dosing them with actual info,” Borodatyuk added.
One other staff of 100 members displays unfavourable feedback concerning the conflict in Ukraine in English-speaking social medias, he famous. Unfavorable posts get replies with truthful info from dependable sources. Up to now, the staff posted over 2,000 feedback.
“We additionally tackle to model influencers of the businesses which have continued to work in Russia thus sponsoring navy aggression. The staff labored with 15 corporations together with Nestle, Danone, L’Oréal, and so on.,” he stated.