One disadvantage of government propaganda is that it is rarely cool. Leaders ordering soldiers to kill people, and be killed, in another country requires extensive top-down propaganda to justify such a decision. This often results in counter-cultural movements, especially among young people that can eventually undermine popular support for the war/invasion effort. Cultural production occurring as Ukraine resists Russian invasion is not only reflective of an individual artist’s emotions but also of a widespread desire to feel a sense of unity and purpose in the face of violent destabilisation. The result is ‘meme propaganda’ that reorients popular culture around the mobilisation for collective defence, valorising and making heroes out of the armed forces and anyone helping with defence efforts. This largely spontaneous cultural support has been a key factor in enabling Ukrainian fighters and volunteers to maintain high morale. And such cultural coming together from the bottom-up, unlike government propaganda, channels genuine, popular emotions and gains currency rapidly and with minimum effort.