The Ministry of Culture of Ukraine implemented a large-scale art competition in 2025 aimed at supporting and popularizing the state language policy. Its main goal is to motivate citizens to study, learn, and use the Ukrainian language daily in all areas of life.
The competition resulted in a series of 60 short videos under the tentative title "Oh, what is this?" The campaign concept is based on the idea that language is not just a set of rules and grammar, but above all a living emotion, a game, and a way for a person to connect with themselves and the world.
The peculiarity of the videos is the combination of tradition and modernity, reflecting the depth of Ukrainian language culture and at the same time conveying the freshness of children's thinking. Each video has a bright emotional effect: it encourages a smile, surprise and warm feelings, forming a love for the native language. The main characters of the campaign were children - the best ambassadors of natural speech, whose spontaneity, humor and sincerity help overcome language barriers and create a positive emotional attachment to the Ukrainian language.
The project «Oh, what is this?» is an example of how artistic means can effectively work for state language policy. It not only informs, but also inspires, showing that the Ukrainian language is a space of joy, creativity, and unity.
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Videos can be downloaded at the link: https://fex.net/uk/s/dedocma