President Volodymyr Zelensky is currently conducting a masterclass in public diplomacy, using the entire world stage to wage a campaign for peace as intensely as his armies wage war. His strategy combines personal engagement, media savvy, and a clear, powerful narrative to mobilize global opinion.
The campaign is built on a simple, compelling story: the recent “outstanding achievement” of peace in Gaza proves that wars can be ended. This creates a narrative of hope and possibility, which is far more engaging than a simple plea for help.
He uses every platform available to tell this story. He engages in personal, high-level diplomacy through phone calls to leaders like Trump and Stubb. He then immediately amplifies these private conversations through global platforms like X, ensuring his message reaches not just chancelleries but citizens.
His language is emotional and evocative, speaking of “aerial terror” and “momentum for peace,” but it is also grounded in concrete demands for specific weapon systems. This combination of pathos and practicality makes his appeal both moving and credible.
By waging peace so publicly, Zelensky is turning the court of global opinion into a key battlefield. He is betting that if he can win the world’s hearts and minds with his story of achievable peace, he can compel its leaders to provide the action he needs.