Branson believes that people in Ukraine should fight for their dignity, the main incentive for dictators and the first victim of any war. Branson called on the whole world to support Ukraine, on the eve of the Russian invasion, on February 19, the last time before a possible war.

Respect is unacceptable. The dictators who cling to power, the fanatics who try to maintain their inner qualities, the indifference of passers-by to oppression and injustice are constantly attacked. Unfortunately, human dignity is one of the first victims of war,
– Branson thinks.

The billionaire addressed Ukrainian educators separately, urging them to preserve their dignity for the future:

“It’s important to teach children that our communities are beyond differences, to inspire them to build communities with diversity and humanity, and to give everyone a sense of importance. It’s more important now than when we act.”

Richard Branson’s address to the Ukrainians: watch the video

Full text of Richard Branson’s address:

Congratulations everyone!
Unfortunately, we live in an extraordinary time. Whenever I talk about a subject I am passionate about, the concept of human dignity comes to the fore. Whether it’s the death penalty, the end of the fight against drugs, or support for Ukraine and its people.

The idea that each of us is born worthy is central to human progress. This medal has two sides. But dignity is unacceptable. The dictators who hold power, the fanatics who try to maintain their inner qualities, the indifference of passers-by to oppression and injustice are constantly attacked.

Unfortunately, human dignity is one of the first victims of war. World War II, wars in Vietnam, Syria, Libya, Lebanon, Yemen and now Ukraine. With each passing day of the Russian offensive, dignity and peace, a life without fear and aggression hang in the balance for millions of Ukrainians, as well as for many Russians who do not support the occupation, have dignity and freedom of expression, and peaceful protests. have been taken away from them over the years.

I remember the wise words of my dear friend, the late Archbishop Desmond Tutu: “If you want peace, make sure that everyone’s dignity is upheld.” And I agree with him. Even when hostilities are over, it will take years for both sides of this conflict to reconcile, forgive and regain their dignity.

When I read the news, I often think and worry: What kind of world will my grandchildren and their grandchildren inherit? We face many challenges that need to be addressed: from catastrophic climate change to widespread threats to democracy. But I know that if dignity is maintained and respected in our world, all the other challenges of this world can be overcome.

This is where the global effort to protect reputation plays an important role. Teaching children that our communities are beyond differences, inspiring them to create diverse communities and communities with humanity, and giving everyone a sense of importance gives you hope that we can lead humanity on a better path. .

Let me finish by thanking everyone for their great work. The world needs more honorable champions like you.