Ukrainian Choice
Ukrainian Choice was a Ukrainian nongovernmental organization associated with Viktor Medvedchuk and a pro-Russian, socially conservative political agenda.
Last updated October 14, 2026
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Overview
Ukrainian Choice, officially renamed Ukrainian Choice – Right of the People in 2016, was a Ukrainian nongovernmental organization initiated and led by businessman and politician Viktor Medvedchuk. It emerged in April 2012 as a civic and political movement rather than a conventional commercial brand. The organization presented itself as a platform for direct democracy, decentralization, federalization, and the protection of what it described as Ukraine’s traditional Slavic and Orthodox values. In practice, it became identified with opposition to Ukraine’s integration with the European Union and NATO and with advocacy for closer economic, political, and cultural relations with Russia and the wider Eurasian space. The movement argued that Ukraine should consider membership in the Eurasian Economic Union instead of pursuing an association agreement with the European Union. It warned that European integration could damage domestic industry, increase living costs, produce job losses, impose socially liberal reforms, and weaken Ukraine’s sovereignty. It also supported a federal structure for Ukraine while formally maintaining the country’s territorial integrity, stronger regional powers, and an expanded status for the Russian language. Its social program emphasized religious conservatism and opposition to LGBT rights, and its public messaging frequently framed Western integration as a threat to Christianity and established social norms. Ukrainian Choice developed a broad network reported to include approximately 300 local groups. These groups included religious organizations connected with the Russian Orthodox Church, Cossack units, and activists promoting Rusyn interests. The organization’s public campaigns were especially visible in the period preceding the 2013–2014 Euromaidan protests. It sought to influence public opinion against the European Union Association Agreement and used sharply confrontational advertising, including messages claiming that European integration would lead to the legalization of same-sex marriage and the erosion of Ukrainian independence. The organization’s anti-Western rhetoric made it a prominent target of criticism from Ukrainian national-democratic politicians and civil-society groups. The movement’s relationship with Russia became a central issue in assessments of its role. Reporting cited by international media linked Ukrainian Choice to Russian efforts to influence Ukrainian public opinion and prevent the government of President Viktor Yanukovych from signing the EU Association Agreement. Critics described the organization as a vehicle for Russian influence inside Ukraine, while Medvedchuk and the movement publicly portrayed it as an independent advocate for an alternative geopolitical and constitutional course. During Russia’s annexation of Crimea in March 2014, Ukrainian Choice was reported to have organized blockades affecting Ukrainian military logistics. Ukrainian authorities later investigated whether the organization had assisted preparations for the disputed Crimean referendum and maintained coordination with members in occupied Crimea. The organization said that its Crimean branch had been liquidated in 2017, but the Security Service of Ukraine continued to examine its activities. After Russia’s full-scale invasion of Ukraine in 2022, several people associated with Ukrainian Choice were detained by the Security Service of Ukraine on allegations including preparation of a coup and collaboration with Russian intelligence services. Medvedchuk, who had been detained by Ukrainian authorities, was transferred to Russia in a prisoner exchange and was reported to be living there from September 2022. In October 2022, a Kyiv administrative court opened proceedings concerning a Ministry of Justice lawsuit seeking to ban the organization, although the supplied reference material does not establish a final ruling. By this period, Ukrainian Choice had effectively ceased to function as an ordinary public organization in Ukraine. In 2023, Medvedchuk launched a separate movement called Second Ukraine from Russia, further indicating the reorientation of his political activity outside Ukraine.
History
Ukrainian Choice was founded in April 2012 as a civic organization initiated and led by Viktor Medvedchuk. Its emergence reflected an effort to organize public support for a geopolitical and constitutional alternative to Ukraine’s movement toward the European Union and NATO. Rather than operating as an electoral party in the conventional sense, it developed a network of local groups and promoted policy positions through conferences, regional activism, publications, advertising, and public statements. The organization’s central political argument was that Ukraine should avoid European and Atlantic integration and instead deepen ties with Russia and the Eurasian Economic Union. It supported direct democracy, extensive decentralization, and a federal model that would preserve Ukraine’s formal territorial unity while giving regions greater authority. It also advocated an expanded role for the Russian language and promoted the interests of Rusyn communities. Its social outlook was religiously conservative and grounded in an idealized conception of Slavic and Orthodox civilization. In 2013, Ukrainian Choice organized a conference on Orthodox-Slavic values at which Vladimir Putin delivered a speech, a development that reinforced perceptions of the group’s close ideological and political alignment with Russia. The organization became particularly active during the dispute over whether President Viktor Yanukovych’s government should sign an Association Agreement with the European Union. Ukrainian Choice warned that association would expose Ukraine to economic dependence, higher living costs, industrial decline, and pressure to adopt socially liberal policies. It also ran an aggressive anti-LGBT campaign in autumn 2013, portraying Western society as morally degraded and suggesting that European integration would result in the legalization of same-sex marriage. These messages contributed to the organization’s reputation as a socially conservative and anti-Western movement. International reporting connected Ukrainian Choice to Russian efforts to shape Ukrainian public opinion before the Euromaidan protests. A leaked consultation document from 2013 reportedly described a Russian interest in using the organization to oppose the EU agreement. Critics inside Ukraine characterized Medvedchuk’s project as an instrument of Russian influence. Former president Leonid Kravchuk publicly argued that the organization represented Russia’s choice in Ukraine rather than an autonomous Ukrainian political option. The organization’s popular support was nevertheless described as marginal at the time. The 2014 political crisis transformed the group’s public status. During Russia’s annexation of Crimea, Ukrainian Choice was reported to have organized blockades of Ukrainian military logistics. The organization was subsequently accused of involvement in preparations for the disputed Crimean referendum. Its Crimean branch was said to have been liquidated in 2017, but Ukrainian security officials later alleged that the group continued coordinating members in the occupied territory. In February 2014, the Zakarpattia Oblast Council banned activities associated with Ukrainian Choice in the region. The movement also faced criticism for alleged anti-Semitic content published on its website. In March 2021, the Security Service of Ukraine searched Ukrainian Choice offices throughout the country in connection with an investigation into alleged assistance in organizing the Crimean referendum and continued activity in Crimea. Following Russia’s full-scale invasion in February 2022, Ukrainian authorities detained several people linked to the organization on allegations including preparation of a coup and collaboration with Russian special services. Medvedchuk himself was handed over to Russia in a prisoner exchange and was reported to have lived there from September 2022. In October 2022, the Kyiv District Administrative Court opened proceedings on a Ministry of Justice lawsuit seeking to prohibit the organization. The supplied reference material does not establish the outcome of that case. A former coordinator in Mykolaiv Oblast was reported in 2023 to have worked for Russian occupation authorities and become a spokesperson for the South Ukraine Nuclear Power Plant. In April 2023, Medvedchuk established the Second Ukraine movement from Russia. These developments indicate that Ukrainian Choice’s role as an operating civic organization in Ukraine had effectively ended, although its ideological themes continued to appear in Medvedchuk’s political activity outside the country.
- 2023
Medvedchuk launches Second Ukraine
[1]Medvedchuk created a separate movement called Second Ukraine operating from Russia.
- 2022
Detentions and proposed prohibition
[1]Associated individuals were detained after the full-scale invasion, and court proceedings began over a Ministry of Justice request to ban the organization.
- 2021
SBU office searches
[1]Ukrainian security authorities searched offices as part of an investigation into alleged activity connected with Crimea.
- 2016
Official renaming
[1]The organization adopted the formal name Ukrainian Choice – Right of the People.
- 2014
Activity during the Crimea annexation
[1]The organization was reported to have blocked Ukrainian military logistics during Russia’s annexation of Crimea.
- 2013
Orthodox-Slavic values conference
[1]The organization held a conference presenting Orthodox-Slavic values as a foundation for Ukraine’s civilizational direction; Vladimir Putin delivered a speech.
- 2013
Anti-EU and anti-LGBT campaigns
[1]Ukrainian Choice escalated its public opposition to EU association and used socially conservative advertising against Western integration.
- 2012
Organization established
[1]Ukrainian Choice was founded in April under the initiative and leadership of Viktor Medvedchuk.
Products and positioning
A pro-Russian Ukrainian civic movement advocating direct democracy, regional decentralization, federalization, traditionalist social values, and an alternative to European and Atlantic integration.
Political advocacy · 2012
Policy and constitutional advocacy
The organization promoted direct democracy, decentralization, and a federal structure for Ukraine. Its proposals were presented as a way to preserve territorial unity while giving regions greater political authority. It also supported an expanded status for the Russian language and promoted Rusyn minority interests.
Campaign communications · 2013
Anti-EU public communications
Ukrainian Choice produced public messaging opposing association with the European Union. The campaign focused on claimed economic risks, including industrial decline, job losses, higher living costs, and reduced sovereignty, while presenting Eurasian integration as an alternative.
Social and religious advocacy · 2013
Orthodox-Slavic values program
The organization promoted religious conservatism and a Slavic Orthodox conception of Ukraine’s cultural identity. Its messaging opposed LGBT rights and warned that Western integration could weaken Christianity and traditional social structures.
Controversies
2022
Detentions over alleged coup and collaboration
Several leaders or associates were detained after the full-scale invasion on allegations of preparing a coup and collaborating with Russian special services.
2022
Proposed organizational ban
The Ministry of Justice sought to ban the organization, with administrative court proceedings opened in Kyiv. The supplied material does not confirm the final outcome.
2021
SBU investigation and office searches
The Security Service of Ukraine searched offices in an investigation into alleged assistance with the Crimean referendum and continued coordination in occupied Crimea.
2014
Alleged involvement in Crimea-related activity
Ukrainian Choice was accused of organizing blockades and assisting activity connected with Russia’s annexation of Crimea and the disputed referendum there.
Criticism over alleged anti-Semitic content
The organization faced accusations of anti-Semitism over articles published on its website, including claims portraying Jews as controlling political power in Ukraine.
Marketing campaigns
- 2014Crimea logistics blockades
Crimea · Ukraine
During Russia’s annexation of Crimea, the organization was reported to have organized blockades affecting Ukrainian military logistics.
Outcome. The activity became part of subsequent Ukrainian allegations that the organization supported or facilitated Russian actions in Crimea.
- 2013Campaign against the EU Association Agreement
Ukraine
Ukrainian Choice sought to prevent Ukraine from signing an Association Agreement with the European Union and advocated closer relations with Russia and the Eurasian Economic Union.
Outcome. The campaign did not prevent the subsequent shift toward European integration, and the organization became associated with the anti-Euromaidan and pro-Russian political camp.
- 2013Anti-LGBT and anti-Western advertising campaign
Ukraine
The organization ran advertising portraying Western values as morally degraded and warning that EU association could lead to same-sex marriage and other socially liberal reforms.
Outcome. The campaign drew criticism and reinforced Ukrainian Choice’s reputation as a socially conservative, anti-Western movement.
Brand decisions
2017
Liquidation of the Crimean branchStrategyBackground
The organization faced scrutiny over alleged activity by members in Crimea after Russia’s annexation of the peninsula.
Action taken
Ukrainian Choice officially liquidated its Crimean branch.
Aftermath
Ukrainian authorities later alleged that coordination with members in occupied Crimea continued despite the formal liquidation.
2016
Adoption of the Right of the People nameStrategyBackground
The movement continued operating under a formal name that reflected its civic and constitutional positioning.
Action taken
It adopted the name Ukrainian Choice – Right of the People.
Aftermath
The organization remained identified with Medvedchuk’s pro-Russian political network.
Sources2 sources
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