Lidiya is currently in Lviv and up until a week before the war began was working as a strategist at TBWA in Kyiv.In the conversation, we talk a little about her background and where her attention is focused right now- on the "Information War"- most advertising and marketing professionals who are not fighting are now working on the Information War and working together on specific assignments and issues relating to this war. In addition, to this work, Lidiya mentions the constant barrage of requests for contacts that she receives on social media be this help for refugees in Warsaw or transportation help for people in Ukraine. We talked about the help that those overseas can give she feels that obviously giving to help humanitarian efforts is critical, but she believes the biggest problem that needs the smartest strategic and creative minds to solve is communicating the real story to Russians. She even mentions the challenge within her own family which has cut ties with their relatives over the war.