Advertising Industry Operations in Wartime Condition
In the heart of Kyiv, Oksana Gonchar, the creative group head of isdgroup agency, started her day with a mix of relief and apprehension. The current day marked the ninth day of the ongoing war in Ukraine, a conflict that has been covered extensively by international media outlets, including Adweek.
Oksana's thoughts were immediately drawn to the safety of Enerhodar, home to Europe's largest nuclear power plant and a site of significant concern during these turbulent times. The Zaporizhzhia nuclear power plant, a critical part of the region's power supply, has been under Russian control since the beginning of the full-scale invasion in March 2022.
The plant, which is among the world's ten largest, has faced numerous security threats and incidents amid the conflict. In July 2025, a large plume of smoke was seen over Enerhodar near the Zaporizhzhia plant, coinciding with a power outage affecting the region. The cause of the smoke remains unclear, but the incident raised serious safety concerns given the militarization and damage to infrastructure nearby.
Early in August 2025, international nuclear safety inspectors from the International Atomic Energy Agency (IAEA) witnessed explosions and smoke from shelling and drone strikes targeting auxiliary buildings near the plant. These attacks, about 1,200 meters from the main plant perimeter, posed significant risks to nuclear safety.
The operational status of the Zaporizhzhia plant has been unstable since the Russian occupation, with previous suspensions and limited operations reported. The thermal power plant in Enerhodar, distinct from the nuclear site, stopped operating due to coal shortages in 2022 caused by hostilities and occupation, complicating the region's electricity supply.
Despite these challenges, the nuclear plant remains critical for regional power, although its operation is fraught with safety violations and risks caused by the military presence and ongoing conflict. Oksana, like many Ukrainians, prays for the safety of the plant and the people working there.
In her dispatch, shared as part of Adweek's coverage of Russia's invasion of Ukraine, Oksana shared her thoughts on waking up during the invasion. She felt relieved that she had not been exposed to radiation on that day. However, her initial thought upon waking up was concern about radiation exposure, a constant fear for many living in close proximity to the plant. The fire in Enerhodar was a concern for Oksana, adding another layer of anxiety to her daily life.
As the war continues, the safety and stability of the Zaporizhzhia nuclear power plant remain pressing concerns for the international community. The potential for catastrophic consequences if the plant is compromised is a reality that everyone hopes to avoid. Oksana's dispatch serves as a poignant reminder of the daily struggles and fears faced by those living in the midst of this conflict.
The fire in Enerhodar, near the Zaporizhzhia nuclear power plant, adds another layer of anxiety to Oksana's daily life, as she continuously fears radiation exposure due to the ongoing war-and-conflicts in Ukraine. Politics and general-news outlets, such as Adweek, have extensively covered the safety concerns associated with the military presence and the operation of the critical nuclear plant during this time.
