Ukraine's War Effort Gains an Unlikely Source of Funding: Memes

The New York Times reports:Images such as Ukrainian tractors towing away a disabled Russian tank and helicopter, although unverified, have not only helped fight Russian disinformation, but also helped support Ukrainian charities and even the Ukrainian military. The merchandise sales they have generated in the United States and elsewhere are surprising given that many people buying the T-shirts, stickers, coffee mugs and chocolate bars would never have thought about the Eastern European country before the conflict. One example? Toronto-based Christian Borys, who decided to launch a site selling stickers of the Virgin Mary hoisting an antitank missile (adapted from a painting by the American artist Chris Shaw.) In eight weeks Borys' "Saint Javelin" site "has raised so far almost $1.5 million to assist the Ukrainian charity Help Us Help, which has branched into multiple services, and to provide protective equipment for journalists covering the war, he said."Mr. Borys, who had worked for the e-commerce platform Shopify before turning to journalism, said he created a website in half an hour, hoping to raise money to send to a charity for Ukrainian orphans. That night, he made 88 Canadian dollars in sales. By the time he added T-shirts at the end of February, the threat of war had turned into a full-scale invasion, and he said sales grew to 170,000 Canadian dollars a day - most coming from the United States. "The internet speaks in memes and it just became this crazy, viral sensation," he said. "I think it's because people were looking for a symbol of support, a way to support Ukraine, because they saw the whole injustice of everything...." Three weeks ago, Mr. Borys, a Canadian of Ukrainian Polish origin, turned Saint Javelin from an all-volunteer effort to a full-time staff of four to keep up with demand. His website has branched out from the Virgin Mary to other saints: Saint Carl Gustaf wears a gas mask, while "Saint Olha, the Warrior Queen of Kyiv" wears a crown and hoists a bazooka over her camouflaged shoulders. "People on Instagram demand we make things basically," Mr. Borys said. "We get messages from people in Spain who say, 'Hey, we just shipped the C-90,' a shoulder-fired rocket propelled grenade launcher," he said. "And they'll say, 'Hey we want a saint for Spain' or a saint specific to that type of system."

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