Since Russia invaded Ukraine, the world has tried sanctions, advanced weapons, and diplomacy to stop Putin—without success. As news coverage declined and frustration grew, one overlooked method emerged: witchcraft, something Putin himself is rumored to fear. Together with the NGO Ukrainian Witness, we launched a digital campaign where a Ukrainian witch led live curse rituals on TikTok and Instagram, allowing viewers to submit their own curses. The campaign continued with illustrated “Curse Cards” turned into an interactive TikTok filter, letting users spread the spells further. With zero media spend, the campaign reached 37 million people, reigniting attention on the war in a completely new way.
