The photo is of Yaroslav Bazylevych, whose entire family was killed when a Russian missile hit their apartment building on Sept. 4 in the western Ukrainian city of Lviv. Meduza used the man's photo from his family's funeral, as well as other pictures of Ukrainian war victims in a promotional video as part of the campaign, first published over two months ago. Bazylevych told the Kyiv Independent he considered the use of his photo "unacceptable." The campaign — which uses images of Russian atrocities in Ukraine to promote a Russian media outlet — has been met with swift criticism in Ukraine, by both officials and the public. "Exploiting our tragedy to evoke sympathy for Russians is a complete disgrace," said Ukraine's Foreign Ministry in a statement.