Tech Stands With Ukrainian As IT Firm Counterattacks Russian War Lies

One of the largest IT companies in Ukraine has been waging its own informational defense against Russian propaganda since the start of the incursion.

When the Russian invasion began, digital marketing firm Netpeak, made a redirectional web page on its website for Russian users. That site reflected insights regarding Russian propaganda and evidence of war crimes by Russian forces, according to Artem Borodatyuk, founder and CEO of Netpeak Group.

“After that, we faced at least two DDoS attacks. Due to constant monitoring and quick response, we handled those attacks without any negative impact on the company’s infrastructure, TechTV Networks can report.

Netpeak is now officially blocked by Roskomnadzor, the Russian federal service for supervision of communications, information technology, and mass media.

From the first days of the war, Netpeak company officials in Ukraine and its U.S. headquarters in New York helped to evacuate employees and their families from Kyiv, Kharkiv, and other cities that were under active shelling.

“Now we continue to monitor the situation and are ready to assist with the evacuation to those who would need it,” said Borodatyuk.

“We regularly collect and present information about volunteer centers abroad, apartments for rent in Ukraine and abroad, and also created chat rooms where our employees located in the same area can help each other.”

Fighting on Two Fronts

Before the war, Netpeak developed SaaS services in a digital marketing segment, promoted businesses, made mobile apps, organized events, and invested a lot in social projects. When the Russian invasion began, the company had 900 employees and 5,000 clients.

Netpeak Group consists of 14 companies, according to the company’s PR Manager Natalya Popova. They continue to operate despite the war to support Ukraine’s economy, she said. The company also contributes to Ukraine’s informational defense against Russian propaganda together with other IT companies founded and based in Ukraine.

“We host daily group e-meetings with a certified psychologist, where employees may share their concerns and feelings. There are also regular meetings with executive-level managers,” said Borodatyuk.

They share news both about the company’s activities and exclusive information about the situation in Ukraine which is obtained firsthand from authorized sources, he added.

Backlash Against Russian Propaganda

From the first day of the war it became clear that Russian citizens did not know what was really happening. Fooled by local media, they considered the deadly war as a “special operation,” Borodatyuk noted; adding that they do not understand the consequences of this war; not only for Ukraine, but also for the Russian Federation itself and the entire world.

“Furthermore, they strongly believe that Russian troops are saving Ukrainians from Nazis when the real situation is quite opposite,” he said. “Russia is an invader in fact, manipulating the minds of its citizens. Just like in George Orwell’s 1984: War is peace. Freedom is slavery. Ignorance is strength.”

That is why Netpeak decided to use all available digital tools to show regular Russians, (e.g., entrepreneurs, teachers, scientists, students, and parents) the truth about the war, Borodatyuk offered.

The Ministry of Digital Transformation and Cyber Police of Ukraine supported Netpeak Group’s public awareness efforts of backlash against Russian propaganda strategically and tactically from day one of the invasion.

The ministry provided Starlink equipment so Netpeak can continue to operate despite cable connection issues.

“Vice Prime Minister of Ukraine and Minister of Digital Transformation Mykhaylo Fedorov gets enough stations to ensure the work of our temporarily relocated employees — even in those regions where we have not ever had offices. For example, in the cities of western Ukraine,” said the CEO.

Caring for Its Own

Netpeak Group has a well-built structure, with nearly 20 percent of the company engaged in countering Russian aggression. Now the group is working in several directions, according to Borodatyuk.

Netpeak made advance payments to its employees early at the start of the war and continues to pay salaries in advance. Since the group’s activities have focused mostly on the Ukrainian market, it is rebuilding its business processes to go abroad.