Interviews with first ladies and gentlemen for the autumn issue of ELLE-Ukraine

In her speech at the opening of this year`s Summit, dedicated to children`s safety, Ukraine`s First Lady emphasised: `Armed conflicts and wars are ongoing in the majority of regions around the world. And when children die anywhere, it is a challenge to all human rights.` The thematic panels specifically addressed the issue of children`s safety during the war, within the family, at school, in the virtual space, and in the environment. `A painful subject for Ukraine, where Russian aggressors kill and injure children daily and have already kidnapped 19,000 of our young citizens. But even though the war continues and remains Ukraine`s greatest sorrow, our country is focused not only on itself but also on seeking new solutions to overcome global threats and challenges. After all, children`s safety is multidimensional,` stated Olena Zelenska.

This year`s Summit was attended by the First Lady of Guatemala, Lucrecia Peinado; the First Lady of Estonia, Sirje Karis; spouse of the Prime Minister of Denmark, Bo Tengberg; the First Lady of Lithuania, Diana Nausėdienė; the First Lady of Serbia, Tamara Vučić; the First Gentleman of Slovenia, Aleš Musar; the First Lady of Finland, Suzanne Innes-Stubb; and the spouse of the Prime Minister of Belize, Rossana Briceño.

During the cover shoot, we had the opportunity to get to know our distinguished guests more closely. The Bakery Museum in St. Sophia of Kyiv, where the symbolic exhibition `Art — the Highest Form of Hope` was being held, proved to be the perfect setting for finding answers to key questions: how do our guests shape the image of their countries through soft power, why is it essential to hold initiatives such as the Summit of First Ladies and Gentlemen, and how do they perceive their personal missions?

Olena Zelenska, First Lady of Ukraine

It is worth starting with what soft power is. According to the classic definition by the author of the term, Joseph Nye, it is the ability to achieve results through cooperation, voluntary participation, and mutual goodwill among participants. This contrasts with hard power, which involves force or payment — something that Russia, in particular, constantly employs when intimidating its so-called allies.

Thus, soft power is not solely about culture and diplomacy, and each country builds its soft power index in its own way. For instance, Sweden typically scores highly in global rankings due to its humanitarian values: innovation and the fight against climate change are intricately woven into the welfare state model. This is all about soft power: a friendly attitude towards the environment highlights a country`s positive image.

​​Ukraine is currently actively enhancing its soft power. This year, the Global Coalition of Ukrainian Studies was established to unite all Ukrainian studies programmes at universities worldwide and develop new ones so that students and future academics can learn objective information about our country and pass it further. Ukraine`s joining the School Meals Coalition also boosts our index, contributing to overall well-being.

The actions of First Ladies and Gentlemen impact not only the image but also the GDP of their countries. We know this for certain thanks to research conducted this year by the global consulting company Brand Finance, which evaluates brands. According to their findings, the influence of First Ladies and Gentlemen on a country`s soft power amounts to 35%. This means that we have all the tools to shape the perception of our countries in the world by a third. Furthermore, the research revealed that an increase in the Global Soft Power Index due to First Ladies and Gentlemen initiatives could lead to a GDP growth of up to $1.22 billion.

Over the past year, Ukraine has gained the most points among all countries in the Global Soft Power Index. This is, in part, the result of our activities. The indicator that the dialogue of humanity, which can be succinctly described as soft power, is more effective than the pressure of the enemy.

The Summit of First Ladies and Gentlemen undoubtedly contributes to the soft power of the state, as it represents, at the very least, very effective international networking. For example, this year, my colleagues from Latin America, the First Ladies of Belize and Guatemala, joined us for the first time. This marks a positive shift in diplomatic relations with this region. For their countries (and I mention this as an example, not just for them), the image of Ukraine is being formed as a country that cares about the safety of not only Ukrainian children but also children worldwide. A country that does its best to protect them not only from missiles but also from bullying mentally. A country that defends its environment — ecology was a crosscutting theme at the Summit. Ultimately, a country whose children possess resilience can continue to dance despite the scars that war has left on their bodies. I am grateful to all my colleagues for working together to showcase this Ukraine — a country that speaks the language of humanity.

In Ukraine, the USA, and Finland, children face bullying at school — expressed in different languages and for various reasons, yet the mechanism remains the same. Finland has developed strong expertise in fighting this issue; of course, we should not `reinvent the wheel` when effective mechanisms are already in place. Estonia excels in cybersecurity — its representatives spoke at the Summit; Japan leads in children`s health metrics. However, no single country can simultaneously address all challenges, especially amid the full-scale war. Therefore, adopting and utilising the positive experiences of partners, rather than sustaining our own wounds where we can avoid them, is the best solution.

We already have a powerful example of such cooperation — the medical partnership initiated at last year`s Summit. It now involves 17 countries and 44 foreign medical institutions that have become partners with our hospitals, including children`s hospitals. Our healthcare professionals can consult with colleagues worldwide, undertake internships, and draw scientific expertise. Imagine doctors from the best hospitals worldwide working in Ukraine — this collaboration is absolutely invaluable.

Ukraine is currently in a very difficult situation: we need to protect children from both everyday and social threats, as well as the dangers posed by the aggressor state. We must shield them from daily bombings and missile attacks, as well as from abductions. Nineteen thousand — at the very least — of our children have been taken from the temporarily occupied territories to Russia. Another example of an international partnership that is already functioning is the International Coalition for the Return of Ukrainian Children, an alliance of countries that care and are assisting in the negotiation process with Russian terrorists.

At the Summit, we had a speech from Francis Fukuyama, a renowned futurist and economist. He stated that he invests much time and effort to help the younger generation in Ukraine, describing it as the most fulfilling experience of his life. I would like to see the entire global community act this way, uniting around the safety of children.

One of the outcomes was publicly presented at the UN General Assembly in New York during a separate event of the Summit. This was a joint declaration from the Summit participants — my colleagues, First Ladies and Gentlemen — that outlines the key priorities for child safety: in armed conflicts, within families, at school, and in cyberspace. These priorities essentially defined the main panels of the Summit.

However, this document is not merely declarative, like many international documents in this area. Ukraine has committed to and developed an expert document that compiles our hard-won experiences in responding to wartime challenges for child safety. It can be used by any country in the world currently facing a military conflict or that may encounter one in the future. It can also be applied to other threats, such as natural disasters. In our case, schools are being destroyed by Russian missiles, while elsewhere, for instance, tornadoes pose a threat. In both scenarios, children need to be rescued from the ruins, and their parents need mental support. We have learned, and continue to learn, this in real time. I would like to believe that these practical recommendations will help save children worldwide, as their countries will already have the tools to do so.

Why is it so crucial for us that the document is effective? Because over the last three years, we have seen how fragile international agreements, even the best ones, can be in the face of real threats. Can we truly say that the UN Convention on the Rights of the Child is functioning when a UN member state, the terrorist state of Russia, is killing and abducting Ukrainian children? Probably not. Therefore, new policies and new agreements on how to act are needed.

We discussed this at the UN General Assembly, which always brings together key politicians, international organisations, civil society, and diplomats — all those adults whose primary duty is to protect children. I hope we can consolidate the necessary efforts on the international stage.

Suzanne Innes-Stubb, First Lady of the Republic of Finland

People often underestimate the significance of soft power. You can have all the power in the world, but ultimately, it is people`s perceptions of you or your country that make the difference. Russia, for instance, does not have a lot of soft power right now. In contrast, Ukraine does. And the work carried out by Olena Zelenska is soft power at its best. As a result, your country is known worldwide not only for its courage and resilience but also for its people`s compassion, warmth and openness.

Nothing deserves our love and protection more than children. Any investment in their well-being is an investment for the future. Yet, especially in wartime, children`s voices are often lost. We must ensure that future generations grow to be healthy, well-balanced and educated citizens who contribute positively to society. When children grow up in a safe environment, they are more likely to thrive and help build a more stable and peaceful world. Education plays a key role in this task. Currently, about 9,000 Ukrainian children are in pre-primary and primary education in Finland. We are happy that we have been able to support Ukraine by providing free education for these children so that one day, they can successfully return to a democratic, prosperous and independent Ukraine.

In Finland, we know what it means to fight for independence. With over 1,300 kilometres of border and our own history of wars with Russia, we have a huge amount of compassion for Ukrainians in this dire situation. Finland is one of the strongest supporters of Ukraine.

I am honoured to participate in the Fourth Summit of First Ladies and Gentlemen and to show Finland`s support to Ukraine. 

Suzanne Innes-Stubb, First Lady of the Republic of Finland, Sirje Karis, First Lady of the Republic of Estonia

The First Ladies and Gentlemen`s influence can extend far beyond traditional diplomacy. Through advocacy and collaborative initiatives, we can support causes that resonate deeply across borders, such as promoting mental health awareness, supporting inclusive educational opportunities, and encouraging personal growth. This allows us to project our values, ideals and culture to build goodwill and strengthen partnerships.

That is why, as a First Lady, I stand for the mental health and well-being of children and young people. Today, when the mental health of young people is one of the biggest challenges in our societies, we must put in even more effort to ensure that our children can grow and learn in safe spaces. Children and young people are among the most vulnerable in our societies. Protecting them is a shared responsibility that transcends borders, as their well-being shapes our future. Globally, the problems are similar, and we can find solutions together.

However, today, we cannot forget that our most important collective effort needs to be stopping Russia`s aggression against Ukraine. We witness war crimes almost every day when Russia is bombing schools, playgrounds and hospitals. We cannot rest until the children deported to Russia are returned to their families. Children are the heart of every nation, and by protecting them together, we not only nurture their potential but also support a more compassionate world. Estonia will keep the issue of Ukrainian children affected by the war — particularly deported children, high on the international agenda.

I deeply admire Olena Zelenska for not only being a leader but also for her commitment to children and their safety, which is truly inspiring. By coming together, we can influence positive change on a global scale. This is my second time attending the Summit of First Ladies and Gentlemen here in Kyiv, and I am pleased to share my thoughts about safety in education with examples from Estonia. This forum also promotes cross-cultural understanding and helps build valuable partnerships.

Estonia has supported Ukraine from the very first day the full-scale Russian aggression broke out, and we will continue our support as long as it is needed.

Dr Aleš Musar, First Gentleman of the Republic of Slovenia

Protecting children is protecting our future. It is our responsibility to transfer our values and our heritage through the generational chain. As the dangers to children do not respect international borders, our actions should also be in cooperation regardless of the countries where we are.

Every child has a right to live in peace and security. The children of Ukraine are deprived of this right. I arrived yesterday from Izmail, where our humanitarian organisation, ITF, runs a project to provide psychosocial support for children (in the city of Izmail, Izmail district, and the Kherson region, with the support of the governments of Slovenia and the USA, as part of the pilot project `Caring for Mental Health and Psychosocial Support for Children and Their Families`, implemented by the NGO `Zhyva-Ya` — ed.).

Internal displacement, the absence of parents (them being in the army to a large extent), and the inability of the families to cope with the situation are the issues where we should all together help to develop a system which will recognise when children are in trouble and provide help to them through counselling. This is what we are trying to do. And we must and can do this to protect the future of Ukrainian children and the Ukrainian future by extension, as we were speaking before.

Child safety is a worldwide topic. We would definitely attend any summit on this topic, anywhere in the world, if invited. But I think it`s extremely important that we come to Kyiv for this. Not only because the children in Ukraine are particularly in danger in this war, but to show our solidarity with them, to show that we care about what is happening here, about children being displaced, stolen, wounded and killed. We (First Ladies and Gentlemen — ed.) are in informal positions. Our roles are mostly not clearly defined. What unites us all is that we serve our countries. Our role is to support the policies of our spouses, whether they are presidents or prime ministers, and to express our views on certain issues affecting our countries. What the First Ladies and Gentlemen do influences the images of our countries. This is called soft power. It is very clear here that Slovenia is supporting Ukraine in this terrible war, and this is also one of the reasons for me to be here.

​​Tamara Vučić, the First Lady of the Republic of Serbia

I believe that each of us, every citizen individually, no matter what he or she does, plays an important role in representing their country. Wherever we go, whatever we do, we are inevitably seen through the prism of our origin. After all, we are legitimate representatives of our states, so the people and the country we come from will be observed and interpreted based on our behaviour. If we add to this picture the responsibility that the role of the First Lady or Gentleman brings, regardless of whether it is institutionally defined or not, plus the increased visibility and frequency of meetings and contacts, only then we can see the possibility and potential of soft power through activities and cooperation among the First Ladies and Gentlemen.

In the past, this role had more protocol character. Then it has started changing throughout decades, depending on the readiness and will of the persons in that position to engage more actively and give their contribution in creating a better and more humane society.

Today, I recognise many First Ladies and Gentlemen who are successful in their respective professions and ready to additionally engage their knowledge, experience, energy and time to put them to service of diplomatic activities, cooperation and building bridges among nations and countries.

Personal contact is everything, not only in diplomacy but also in politics. Being a diplomat myself, it is a personal contact precisely in which I see the biggest strength of meetings like this. I have been supporting the Summit that is taking place for the fourth time in Kyiv from the very first moment Olena Zelenska presented and proposed it. I recognise the importance of cooperation within a platform that gathers people willing to propose and provide changes for the better.

Rossana Briceño, spouse of the Prime Minister of Belize

When First Ladies and Gentlemen champion causes that align with global priorities, they demonstrate their nation`s commitment to being responsible, cooperative and compassionate members of the international community. As the spouse of the Prime Minister of Belize, I am deeply aware of my responsibility to not only represent the views of my husband and his administration but also to embody the spirit of Belize and its people. Therefore, through my actions, initiatives and partnerships with other countries, I serve as a reflection of the values and priorities of my nation, through which I strive to project a positive and accurate image of Belize to the world.

While each country has its unique approach to child safety, our challenges are not always unique. Therefore, when we join forces, we can better address these challenges that no single country can solve alone. By working together, we provide an avenue to share our knowledge, resources and best practices toward building systems of protection that are more resilient and effective at ensuring the well-being of children everywhere.

When we come together to ensure the protection of children, we send a compelling message that, regardless of where they are from, their safety and well-being should always remain a fundamental aspect of every nation`s mission.

Through this esteemed platform, initiated in Ukraine, First Ladies and Gentlemen can connect with diverse audiences, both domestically and internationally, thereby cultivating lasting relationships that transcend mere political or diplomatic ties. Therefore, by participating in the 4th Summit of First Ladies and Gentlemen, we are helping to generate a positive impact beyond our borders, demonstrating our commitment to global solidarity and shared prosperity.

My primary motivation for going to a country at war to participate in the Summit stems from my unwavering commitment to the safety and well-being of children. My mission is to shed light on current challenges and to listen and learn from the experiences of others, ensuring that we are continually improving our strategies.

Bo Tengberg, spouse of the Prime Minister of Denmark

Firstly, I think children are the most precious thing we have, and they contain our future — not only their future but also our future. Young children are defenceless and innocent, and therefore, it`s our obligation, of course, to take care of them and protect them. We all understand that dangers do not have borders, and they come from different directions.

In Ukraine, it is, first and foremost, the war and everything that stems from it. Speaking about mental health, recalling the theme of last year`s Summit, the war, through various traumatic events, invades the minds and souls of children, affecting their thinking. So, it`s really important to take care of them, prevent them from getting these terrible experiences and treat those who have been injured by the war.

I personally took part in a panel dedicated to the threats posed to children by cyberspace. It has many benefits, but the dangers are very severe. Therefore, it is important to emphasise the great responsibility of content creators when producing media for children — whether it be films, television, or online platforms.

The summits are important. The Platform of First Ladies and Gentlemen provides a space for meaningful dialogue. As First Ladies and Gentlemen, we can participate in this dialogue, inspire, and draw attention to these important subjects. It is a very good occasion to build good personal relations, which are very important in our world. Such meetings, including the Kyiv Summit, greatly help to strengthen relationships between countries and between people. Of course, like all my colleagues, I would like to point out that I am here, in your country, at a time of war, to sincerely support Ukraine.

Diana Nausėdienė, First Lady of the Republic of Lithuania

The First Lady`s role in Lithuania is public and social, aimed at representing Lithuania worldwide and promoting the country`s name and visibility. Lithuania`s success is based on both proactive engagement and soft power. Social science researchers describe the areas and scope of responsibilities of First Ladies and Gentlemen as wide-ranging, undoubtedly covering all eight pillars of soft power: business and trade, governance, international relations, culture and heritage, media and communication, education and science, people and values, and a sustainable future.

The Soft Power Index has become an integral part of the United Nations agenda. Moreover, it is an important indicator for assessing the implementation of the Sustainable Development Goals. The partnership between First Ladies and First Gentlemen extends beyond the advancement of political, economic and cultural relations. It plays a crucial role in times of humanitarian crises as well. From demonstrating solidarity during the earthquake in Türkiye to sharing expertise with Poland in addressing challenges faced by people with disabilities. A unique example of multilateral cooperation is the Ukrainian Centre in Lithuania, which we opened and support together with Olena Zelenska. The Centre provides Ukrainian families with psychological support, as well as social, educational and cultural services, combining soft power with the efforts of government bodies, academic and cultural institutions, non-governmental organisations and international partners. In July 2023, during the NATO Summit in Vilnius, the activities of the Ukrainian Centre were presented not only to the spouses and partners of leaders of NATO member and partner countries — the First Ladies and Gentlemen, but also to the entire international community. I strongly believe that First Ladies and Gentlemen should unite to foster dialogue and effective solutions to global humanitarian challenges through soft power, partnerships, public diplomacy, knowledge exchange and joint initiatives.

The well-being of children is a shared goal for all of us. I sincerely believe that soft power, solidarity and humanism will become a powerful antidote to the brutal machinery of war, paving the way for effective solutions that will ensure a sustainable future for our common world.

Ukraine is fighting not only for its freedom and independence but also for the freedom and independence of all of Europe. Ukraine is defending its sovereignty, shared human values and democracy itself. The sustainability and order of tomorrow`s world must be founded on the principles of international law. For this reason, my country is one of Ukraine`s most active supporters. Each of us has a unique voice that we can use to advocate for prosperity and progress, for a happy childhood for all. I choose to stand for Children, for the Future and for Life. I call on the entire international community to stand together with Ukraine on the side of Truth and Good.

Lucrecia Peinado, First Lady of the Republic of Guatemala

First Ladies and Gentlemen, our soft power can strongly influence and position key topics at different levels. When put into action, our individual and collective soft power becomes a tool to lead without formal authority. For example, raising awareness, shaping public opinion and enhancing key messages are effective ways to use such soft power to benefit vulnerable groups.

History has multiple examples of First Ladies and Gentlemen using soft diplomacy, soft power to empower communities and advance local, national, or global agendas. Communities and individuals must act in ways that respect the inherent dignity of children and adolescents, preserving, respecting and promoting their human rights. It is important that their emotional and physical integrity is protected in the private and public areas.

I am a proponent of prevention, of being proactive. In this sense, prevention must be the number one priority. Educating families, parents and communities. Housing positive and nurturing ways of raising children. Supporting parents and children in adequately managing their emotions and providing them with soft skills to handle difficult parental and family situations. These efforts demonstrated success, reduced risks, and enhanced the level of child protection at the primary level. Therefore, through our joint efforts, we strive to overcome all challenges

Photo: Anton Kulakovsky