This is a slightly different conversation. Not so much about innovation or business. But it is a story about how to cope with difficult times and not lose faith in a better tomorrow, even if there is a war in your country, bombs are falling on your hometown and you just find out who among your loved ones has died. We spoke with Tamara Lutsenko, who escaped to Ústí nad Labem from Ukraine and is currently partially working with us at ICUK. Unfortunately, we do not have enough resources to help her as much as she needs. And so we turn to you and introduce Tamara, a woman who loves marketing and music, in a short interview.

Tamara, how do you feel now in the Ústí Region?

I am very happy here. It's beautiful here and the people are open and wonderful. I am also very grateful for helping the Ukrainians who are fleeing the war from the local people. I personally received strong support (and not only me, but also my other acquaintances who fled the war). I would like to thank the helpers at least in this way! We appreciate it.

What did you do for a living in Ukraine?

Since my student years, I have been working with advertising, marketing, media, branding and PR as an advertising manager, creative marketing manager, brand manager, art director, screenwriter and digital content producer. I worked mainly with large companies and our common goal was (and still is) to increase business potential, create a positive image and expand influence through marketing. Everything from idea to implementation.

Do you have a marketing campaign that you are proud of and willing to share with us?

During those 18 years of work in marketing, dozens of campaigns were created for companies in Ukraine, as well as for international brands. I don't have one specific campaign that I can say. But, for example, here it is my showreel – such a cross-section of everything I worked on.

Is the Ukrainian market, and therefore marketing, something specific?

We have to divide the Ukrainian market into pre-war and post-war. Of course, because of the war, the market is now completely different from what it used to be. Ukraine is a large country (7 times larger than the Czech Republic) and more numerous with 40 million inhabitants. Before the war, the strongest industrial sectors were: agriculture, IT, automotive and construction. And that, of course, changed completely due to the war.

After the war, Russian ambassadors corrupted our territory and more than 5 million Ukrainians moved to Europe, mostly women and children, and almost 300,000 Ukrainians remained in the Czech Republic. Many companies stopped operating, some of them moved to a less dangerous part of Ukraine. Others cut their budgets and started laying off employees, thus reducing their purchasing power significantly.

In 2017, you won the National music festival Chervona Ruta in Maryupol. Is the singer's journey something you enjoy as a hobby, or do you want to make a living from it in the future?

I play keyboards, sing and write music. I collaborated with musicians and artists. But I still wanted something of my own, and that's how the Lumara project was born. It's my big hobby. I will probably never forget that one of my international concerts took place in the Mariupol theater, which was totally destroyed by the Russian occupiers.

"I will probably never forget that one of my international concerts took place in the Mariupol theater, which was totally destroyed by the Russian occupiers."

It won't be - there is a war in our country and we need to talk about it. Russian occupiers have come to our country, they are bombing our cities, killing men, women and children. They are robbing our territory and robbing our land. Every day I learn that one of my friends has been killed. The Russians claim they have come to solve our problems. But we have only one problem - it is on our territory. I wish we had maximum international support to stop this war as soon as possible.

What did you do during the first day of the invasion? The Czech nation remembers the year 1968. But younger generations probably cannot imagine what it is like when armored vehicles of a foreign army come to your city.

February 24 began with the bombing of airports in many Ukrainian cities, including my hometown of Ivano-Frankivsk. Thick smoke could be seen from all parts of our city. We knew the war had begun. I was supposed to go to work as usual that day. In the end, of course, that didn't happen and life turned upside down.

First we learned that schools were closing. After that, trips to work were banned. And right after that, we had "raid parties", when the sirens went off at least 5 times a day. This is followed by a quick trip to the basement or fallout shelter. And it doesn't matter if it's 3 in the morning or in the afternoon. The worst part is that you never knew how long you would be in such a shelter. You must therefore always have the necessary things with you, such as documents, water and food for several days.

Do you have any information on what it looks like in the city where you lived?

The western region of Ukraine is much more peaceful than other regions. Many people have just moved here from more dangerous areas. A lot of my friends that I grew up with enlisted in the army.

 

"Ukraine is my home. I grew up there. I have a lot of acquaintances there, and even more beautiful memories. "

How did you get to the Czech Republic and actually also to the Ústí Region?

Right after the start of the war, a Czech family adopted us and helped us with all our needs, and we are very grateful to them. In general, the kindness and helpfulness is unreal.

You currently work part-time at ICUK and help us with research for various projects. But I assume you would like to go back to marketing. Is that so?

That's right. ICUK took me under its wing and helped me find my way around the work here. Marketing still appeals to me, so I'm still looking for the right direction.

You are said to be moving soon, have you already chosen a place where you will go?

Not yet and I'm still looking for a place where we can be for a longer period of time.

After the end of the war in Ukraine, will you want to go back to your native country?

Ukraine is my home. I grew up there. I have a lot of acquaintances there, and even more beautiful memories. As soon as there is an opportunity to return, I will return.

Tamara, the entire ICUK team wishes you to enjoy your stay here and find everything you need. And an early return home.

Thank you all for your help, I am grateful to you all!