“The only thing necessary for the triumph of evil is for good people to do nothing.” This popular phrase on the dangers of complacency is front of mind as the world reels in the wake of the devastation in Ukraine.

Industry leaders asking; ‘how do I market my brand in a war?’ are obviously asking the wrong question. Yet, those brands and industry organisations asking ‘what can I do to help?’, are showing the power of taking action, rather than simply raising awareness.  

Airbnb and Airbnb.org have announced that Airbnb.org will offer free, short-term housing to up to 100,000 refugees fleeing Ukraine. These stays will be funded by Airbnb, Inc., donors to the Airbnb.org Refugee Fund, and through the direct donation of housing via Airbnb hosts.

The move builds on the commitment of Airbnb.org, the independent nonprofit organisation that is dedicated to creating temporary housing for people in times of crisis and supporting refugees around the world. The not for profit organisation has provided housing to 21,300 Afghan refugees. 

The not for profit has set a target to provide free temporary housing to a further 20,000 refugees from Afghanistan, Africa, the Middle East, Central and South America and other regions.  

Over the past five years, Airbnb and Airbnb.org have connected more than 54,000 refugees and asylums – including those from Syria, Venezuela and Afghanistan – to temporary housing through Airbnb.org partners.

Elsewhere, an appeal from the Mail Newspapers raised £1.2 million in just two days. While the D&AD is refunding all money received from Ukrainian companies for entries in the D&AD awards 2022 and imposing a full ban on Russian entries into both the professional and New Blood awards. 

A move that reflects, not empty virtue signalling, but the desire from across the industry to step up and support. As the American poet, memoirist, and civil rights activist Maya Angelou famously said: “When someone shows you who they are, believe them the first time."