Provocation or humiliation: how the ‘I Love the Third Assault’ campaign devalues the role of women
A recent advertising campaign under the slogan ‘I love the Third Assault Brigade’ has caused a real storm of outrage among Ukrainian society. The Third Assault Brigade of the Armed Forces of Ukraine tried to promote recruitment by depicting soldiers on posters with models in rather explicit poses. The Third Assault Brigade was probably trying to show how cool and attractive to women the guys would be if they volunteered to join the ‘best combat unit in Ukraine’. The Washington Post even stated that despite such criticism, the advertising campaign has helped to generate up to 200 applications a day.
However, instead of strengthening the image of the army and attracting new recruits, the advert has become a symbol of devaluing the role of women in war, provoking heated discussions in society about sexism and stereotypes. Why, instead of supporting equality and recognising women’s contribution, do we see images that degrade women again, and what impact does this have on Ukrainian society and the army itself?
Sexism or marketing
An advertising campaign aimed at supporting the idea of patriotism and recruiting new fighters to the Third Assault Brigade has been at the centre of a scandal for using the image of a woman in a questionable context. Instead of emphasising the heroic role of Ukrainian women, who participate in combat alongside men, the advert portrayed women as objects of attention and sexual desire.
At a time when Ukrainian women are risking their lives on the frontline every day, this advert seems to be a blatant humiliation of their participation in the war. Instead of emphasising their strength, dedication and professionalism, women are turned into a dubious backdrop for male heroes. Isn’t this a return to the stereotypes of the past, where the role of women is limited to their appearance and desirability?
The ‘I Love the Third Assault Force’ campaign is not the first time that the topics of sexism and objectification of women have surfaced in Ukrainian society. Advertising agencies, using foreign experience, often resort to provocative images to attract attention, but the line between provocation and humiliation is very thin. The use of women as a ‘marketing tool’ has long been a problem, but when it is done in military advertising, the consequences can be even more damaging.
Can such a campaign actually increase recruitment or support for the military? Or, on the contrary, does it only deepen inequality and undermine trust in the army as an institution that should be an example of equality and unity?
Public reaction
After the ‘I Love the Third Assault’ campaign was made public, heated discussions erupted on social media. Many military and civilian women have expressed their disappointment, claiming that the advert devalues their contribution to the fight for Ukraine’s independence. They stressed that their work on the frontline is no different from that of men and demanded an immediate review of the advertising strategy.
‘What place do women have in this advert? It is not for women. And it’s not to increase women’s mobilisation. If a woman is not an object here, she is not in uniform (a visual on her knees), so she is not immediately on equal terms. A woman here is more like a trophy,’ writes Yaroslava Kravchenko, a journalist and director of the Wild Theatre, in her post.
Natali Dreval-Pechorina, Facebook user:
“A terrible series of advertising posters. A humiliated and limited view of the role and place of women in society. The objectification of women and sexual overtones in the adverts, for which the client could be sued in Europe. But in our patriarchal and post-Soviet society, it’s okay. Unfortunately.”
Olena Pryk, Facebook user:
“Doesn’t this give men a green light to expect a similar “trophy” in their lives? And what reaction can a man who associates himself with this advert have to a woman’s refusal? I still believe that the end does not always justify the means.”
Daryna Makovetska, Facebook user:
“When I see these boards, I feel fear, uncertainty, humiliation. This one with a naked stomach, lying down and a man in uniform next to her – don’t you think that’s what women who are sexually abused by people in uniform feel? And even if it’s their husbands who come back ‘different’? As a designer, I can say that this should not exist. Design makes us think, feel, understand. Design as an assistant. Here, design is like a ‘bought’ judge. If you are in uniform, you may not be a hero. If you are in uniform, you have to understand very clearly that women and girls owe you nothing in this life. Never and nothing.”
The ‘I Love the Third Assault Brigade’ campaign could have been a great opportunity to highlight the unity of the Ukrainian people and the strength of every soldier, regardless of gender. Instead, however, it only deepened the divide and caused a wave of criticism. The discussion of the controversial ‘I love the third assault’ ad campaign has brought to the surface not only the problem of devaluing the role of women at the front, but also deep-rooted stereotypes about women in the rear. Why do women who do important work behind the lines face the same humiliation as those who fight in arms? The campaign, which was supposed to inspire and engage, instead reiterated old ideas: if a woman is not on the front line, her role is insignificant and her value lies in her appearance.
Why we still see women through the prism of clichés
The ‘I Love the Third Assault’ campaign was a blatant attack on women’s dignity. It not only ignores the enormous contribution of women in war, it actually puts them in the background, reducing the role of women to a sexual object. This is not a new phenomenon: women on the home front have traditionally been considered less ‘valuable’ participants in war, their work often ignored or perceived as ‘auxiliary’. In a time of war, when every contribution counts, this humiliation becomes not just unfair, but downright insulting.
Women who run medical stations, volunteer organisations, help with logistics or support military families are an integral part of our fight. But advertising campaigns like this one refuse to recognise their importance. This attitude devalues the work of women on the home front as well as those on the front line. It reinforces the stereotype that only a man can be a ‘real’ defender, and that women are an accessory or just a ‘pretty image’.
The real blow to women on the home front is that their work is often invisible. They don’t appear in propaganda videos or advertising campaigns – not because they don’t make a significant contribution, but because their work doesn’t fit the idea of heroism in our patriarchal society. Isn’t this another manifestation of deep social inequality?
In the rear, women perform many important tasks, from organising humanitarian aid to providing psychological support to the military and their families. They do not always wear bulletproof vests, but without their work, the army would not be able to function. And these women, who devote their time, energy and strength to victory, deserve no less respect than those fighting on the front line.
Now that the war has touched every corner of our society, it is important to rethink the role of women in war. The modern army cannot afford old stereotypes. Women not only defend the country with arms, they support the army in the rear, building the infrastructure that helps to win. But this advert brings us back to old, offensive patterns. It shows that society is ready to reduce a woman who does not fight to the role of an object rather than an equal participant in the war. This humiliation is not only insulting, it is dangerous, as it undermines the unity we are striving to strengthen at this critical time. Attitudes towards women on the home front reflect broader social issues. If we devalue their contributions during wartime, how will we value their work in peacetime? After the war, will women again face undervaluation of their work and role in society?
The ‘I Love the Third Assault’ campaign clearly demonstrates that sexism and stereotypes are still deeply rooted in our minds. But at the same time, the public outcry proves that people are ready to fight to change this mindset. Women deserve to have their work recognised and appreciated – whether on the front line or in the rear.
If we truly want to build an equal society, we must start by respecting every role that our citizens play, regardless of their gender or place of service.
The other side of the coin
Supporters of the ‘I Love the Third Assault’ campaign see it in a completely different light, rejecting accusations of devaluing women’s roles or sexism. For them, this campaign is not about objectification, but about attracting attention and creating a vivid, emotional image that would stand out from other recruitment materials. They emphasise that the aim of this advert is to attract young people, who often respond to provocative and energetic messages.
According to the proponents, modern advertising should be bold and sometimes even provocative to resonate with the audience, especially young people. From a marketing point of view, such campaigns can cause a great resonance, which means they can achieve their goals. ‘I Love the Third Assault Brigade’ focuses on a strong emotional appeal that attracts attention, encourages discussion, and at the same time makes military service more attractive to those who may be indifferent to traditional patriotic messages.
“We wanted to create a relaxing atmosphere. People think it’s some kind of trick to get you into a brigade, give you a bayonet and send you to fight in the trenches. But we wanted to say that war is not always about blood and death, not only about the guys who are fighting. Sometimes you just relax,’ explains Dmitriy, the chief designer of the campaign.
But these words sound cynical to women who are waiting for their husbands from the frontline, or to those who have lost their loved ones. Perhaps it was worth using other images rather than hinting at animal instincts and inappropriate entertainment where shots are fired and people are killed.
Still, the ad’s supporters claim that the campaign is a challenge to old perceptions of the army. They are convinced that commercials that use explicit images or emotionally charged messages help to break down outdated stereotypes of service as something harsh and cold. In their opinion, advertising that appeals to the senses can not only attract recruits, but also demonstrate that the army is a place for strong and determined individuals, regardless of gender.
Another point of view among supporters is that the advert is perceived as not harmful to the image of women, but only shows different roles in the army through metaphorical images. They believe that the criticism is excessive, as in the context of war, everyone contributes – and this does not always mean frontline service. Many of them emphasise that the advert should not be completely ‘dry’ or overly serious, and that just because it plays with emotions or aesthetics does not automatically make it sexist.
Supporters of the campaign also believe that criticism from opponents is exaggerated and aimed at ‘finding a problem where there is none’. They emphasise that the campaign does not focus exclusively on women and does not try to reduce their role to an object. In the eyes of this audience, the advert is visually appealing and aims to emphasise the importance of the third assault brigade in the overall context of the war.
Many of the supporters pointed out that advertising campaigns in wartime need to be innovative to attract attention in a crowded information space. In their opinion, ‘I Love the Third Assault’ is an example of such a fresh approach. The army needs young, active people, and campaigns like this help create a positive image of military service, making it more attractive to young people.
Viacheslav Ageev, Facebook user:
“The 3rd assault battalion needs young, strong guys. Few people are able to storm qualitatively at the age of 50+. And what’s in the minds of young guys? The fight against sexism and objectification are the values of a well-fed society where other problems have been solved. But they are hardly suitable for a society that lacks men in the trenches. Those who criticise the 3OshBr adverts, immediately offer better motivations!”
Recruitment advertising campaigns abroad
Advertising campaigns to attract recruits to the armed forces abroad vary considerably in style and approach from country to country, but most of them have a common goal: to attract patriotic citizens, emphasise the prestige of service and show opportunities for personal development.
For example, recruitment advertising in the United States has always been large-scale and spectacular. It focuses on patriotism and courage. The image of the American flag, military heroes, and the defence of national interests are in the spotlight. Campaigns often emphasise opportunities for personal development, financial support for education, professional training and post-service benefits. As a rule, American advertising campaigns show the army as a modern high-tech organisation that uses the latest developments. The commercials focus on developing leadership skills, discipline, and strength of character. A striking example is the Army Strong campaign, which highlighted the strength of spirit and resilience that is developed during service.
The UK is known for its special approach to recruitment campaigns, focusing on different social groups and their needs. In the UK, such a campaign is long-lasting and emphasises the prestige of the service and opportunities for development. Advertising is aimed at attracting different social groups, such as women, representatives of the LGBT community, and national minorities, which demonstrates that the army is open to all. For example, recent campaigns have focused on psychological resilience, courage, and the ability to cope with stress.
For example, the 2019 campaign ‘Your Army Needs You’ used images of ordinary people and their everyday traits to show how the army helps unlock the potential of everyone.
In Israel, where service is compulsory, army advertising campaigns have a different character. Campaigns emphasise the importance of defending the state and protecting family and friends. The emphasis is on cohesion and national duty, where every Israeli is part of the national defence. In Israeli military campaigns, women are portrayed as full participants in combat operations, emphasising their equality with men.
Canada takes a more socially-oriented approach, achieving a balance between personal life and service. Campaigns focus on the fact that service does not interfere with life outside the army. The ads often show that the army is not only about combat, but also about a wide range of professions, from doctors to engineers. The role of the Canadian Armed Forces in international humanitarian missions is highlighted, demonstrating how the army helps other countries.
French campaigns, on the other hand, focus on professionalism. The ‘Devenez vous-même’ (‘Become yourself’) campaign focuses on personal development and how serving in the army allows you to find your true values. The commercials show the army as an elite organisation that allows you to become part of something bigger than yourself. The campaigns emphasise participation in international peacekeeping and combat operations.
As we can see, foreign countries use a comprehensive approach in their recruitment campaigns, combining patriotism, personal development and inclusiveness. They show the army not only as an institution of defence, but also as a platform for career and personal growth.
The ‘I Love the Third Assault Brigade’ campaign not only devalues women in the military, but also strikes at the dignity of every woman who remains in the rear. It reminds us that even in times of struggle for national survival, we still hold on to primitive stereotypes where women are just an image, not an equal participant in the process. This is not just advertising, but a mirror of society that allows us to degrade the role of women, reducing their work and sacrifice to sexualised clichés. There should be no place for such campaigns in a civilised society that strives for equality and respect. Women deserve to be recognised for their real work – whether on the battlefield or on the home front – and for the respect we have all fought so hard to earn.
