Svitanok.NYC: How Ukrainians in the US combat propaganda, influence lawmakers, and mobilize community action

What is the problem?

The United States plays a leading role in providing military aid to Ukraine, making the establishment of effective relations at all levels a key factor in successfully resisting Russian aggression. At the same time, Oleksandr Taran, head of Svitanok.NYC, notes: "Russia is spending massive state resources to undermine American support, while Ukraine, unfortunately, does not have the means to counter this in the US. That's why this mission has fallen on our shoulders."

What is the solution?

Svitanok.NYC emerged from a protest movement that was already active in New York. "When the full-scale invasion began, I went to Times Square, where thousands of Ukrainians had gathered. The energy and sense of community support were incredible. Most of them were Ukrainians who had been living in the US long before the new wave of emigration following the invasion," recalls Taran, president of Svitanok.NYC.

The organization's work began with these protests — after a year and a half of sustained demonstrations against Russia's war in Ukraine, a group of volunteers decided to establish a formal organization to work more effectively.

Photo: Svitanok.NYC

Svitanok.NYC notes that, even then, there were many organizations focused on humanitarian aid or cultural initiatives. But there was a need for a structure that could support Ukraine on all fronts — from public opinion to policymakers. That's why Svitanok.NYC set out to counter Russian propaganda and disinformation aimed at weakening US support for Ukraine.

How does it work?

Svitanok.NYC initially organized actions in New York but soon turned its attention to Washington, realizing that real impact required action there. Volunteers began engaging in advocacy, working with members of Congress while also building connections with American society. Over time, they developed an effective strategy: influencing legislators through society and, in turn, influencing society through legislators. Still, the organization encountered numerous challenges along the way.

"The middle period was the most difficult," Taran recalls. "At the start of the full-scale invasion, everything was driven by emotion—by tragedy and despair. The community and broader society were incredibly active, attending protests and supporting every initiative."

But when the anticipated Ukraine's counteroffensive failed to materialize—especially in 2023—society began to lose morale. People started asking, "Is it worth continuing? How long will this war last?" That, Taran says, was the hardest time: keeping up the momentum and sustaining not only his team's energy, but also the spirit of the broader Ukrainian community.

The organization relies heavily on community engagement. It's not just about the core team's efforts — it also depends on the participation of many people who show up and support Svitanok.NYC. That's why the most difficult period came when motivation was fading and there was still no clear path toward resolving the situation.

"Everyone talks about an abstract idea of victory, but that's not enough. People need motivation. At that time, the only real motivation was Russian terrorism, which kept fueling fresh waves of anger," Taran tells Rubryka.

Photo: Svitanok.NYC

Eventually, the volunteers realized they needed to build an institutional foundation — a proper organization. Without that, emotions would inevitably fade, people would burn out, and everything could fall apart.

Today, Svitanok.NYC has that structure in place — one that was shaped during those difficult times to ensure their work can continue for as long as Ukraine needs it.

In the early days of Svitanok.NYC, the organization was primarily made up of Ukrainians who had been living in the United States before Russia's full-scale invasion. Those who had fled the war hadn't yet adapted to their new circumstances and weren't able to actively participate in the initiative. The volunteer recalls that, at the time, their priorities were finding housing, employment, and getting settled. But with time, this began to change.

Today, about half of the organization's members are people who were already living in the US before the invasion, while the other half are those who arrived after the war began. "We have people in the organization who survived occupation, and their personal experiences are a powerful driving force behind their motivation," Taran shares.

​​Svitanok.NYC is a fully volunteer-run organization. All members work in their own professional fields while also personally funding the organization's operations. Taran stresses the importance of financial independence, explaining that the group does not wish to represent any particular interests other than Ukraine's national interests. For this reason, Svitanok.NYC approaches any external funding with great caution.

"Motivating a team to work on a volunteer basis is an art in itself. But we've managed to do it. We have highly qualified people, experts in their respective fields," says the head of the initiative.

Photo: Svitanok.NYC

The team is organized into committees, each responsible for a specific area of work. The most visible is the creative committee, which handles visual materials and social media. But behind the scenes, there is also a communications committee, responsible for press relations, and an advocacy committee, which focuses on analytics, strategy, and engagement with the US government. The advocacy committee develops ideas and strategies, which volunteers then carry out through protests, media campaigns, and meetings with legislators — the latter typically taking place out of the public eye.

Does it really work?

Since its founding, Svitanok.NYC has carried out six large-scale information campaigns, involving outreach to the public, media, and lawmakers. The most significant of these was the campaign in support of the $60 billion aid package for Ukraine. "It would be wrong to credit this success to ourselves alone — everyone contributed: the Ukrainian community, other organizations, and official Kyiv," Taran recalls.

The organization focused particularly on legislators who were undecided or open to changing their stance. This involved systematic efforts — trips to Washington, meetings, and consistent advocacy.

After ten months of intensive campaigning, the combined efforts of all involved led to a decision in favor of supporting Ukraine. Svitanok.NYC also succeeded in creating campaigns that reached a total of 14 million views, with 40% coming from an American audience — precisely the voters they aimed to influence.

"When we win—or at least secure fair peace terms—that will be the time to take stock. But even now, we can see that our work is bringing real results," says Oleksandr, head of Svitanok.NYC.

Reflecting on the challenges and "closed doors" they've encountered, the volunteer notes that anyone entering this field inevitably confronts a powerful adversary: Russian propaganda, which aggressively seeks to infiltrate the information space. This, he says, is one of the main obstacles. Another challenge comes from within — internal Ukrainian disagreements which, in his view, should be set aside for now.

"We must stay united and understand what our real priorities are," he emphasizes.

Taran also points out that some Ukrainian organizations operate based on their own interests, not those of Ukraine. This can lead to value clashes and, at times, even actions that resemble sabotage in US-Ukraine relations. "This is very damaging for our country, especially since Russia's main narrative is corruption. Any corruption scandals or abuses can seriously hurt Ukraine's image in the US," he explains.

Svitanok.NYC works with key partners, including the Ukrainian Congress Committee of America, as well as other initiatives that organize rallies. At the same time, the organization is intentional about collaborating only with those who share its core values and ideals.

"It's very important for us to remain ideologically clean so that our actions are honest and effective," Taran adds. "We want Ukrainian society to be able to look back and understand everything that happened—and for our name to remain untarnished in history. When the war ends, we want people to remember us as those who worked with genuine intentions for the good of Ukraine."

Even more useful solutions!

Svitanok.NYC has organized more than 150 actions and events across New York, Washington, and other US cities; reached over 10 million people through social and traditional media; held more than 200 meetings with legislators and key stakeholders to advocate for Ukraine's position; and produced and distributed over 25 research papers and infographics.

One notable initiative took place in October 2024, when the organization's activists held a rally in memory of Ukrainian journalists who lost their lives during the war with Russia. Participants carried posters and chanted slogans in support of the journalists who risk their lives daily to defend freedom of speech.

"Every story written, every frame captured in this horrific war has become evidence of Russian terror. Journalists, risking their lives in combat zones, ensured the world could witness Ukraine's fight for freedom, independence, truth, and democracy," the organizers stated.

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