Sceptics feared Zelensky would change into a puppet chief, managed by oligarch Ihor Kolomoisky who backed his marketing campaign and had been beneath investigation for fraud and cash laundering.
However Zelensky proved to be extra unbiased than his doubters thought, and the anti-corruption drive by his administration has had some success.
Many Ukrainians additionally seen Zelensky’s rhetoric on the battle within the jap Donbas area and relations with Russia as too timid, says communications marketing consultant Yaryna Klyuchkovska.
Because the drumbeat of battle grew louder, Zelensky continued to emphasize his hopes for a diplomatic resolution, even whereas Ukraine was reporting a fast enhance in ceasefire violations alongside the entrance line.
His makes an attempt to barter with Russia had solely restricted success.
There have been prisoner exchanges and strikes in direction of implementing components of a peace course of, often called the Minsk agreements, however no breakthrough. All through 2020 his approval ranking steadily fell.
There was a notable shift in tone on the Munich Safety Convention in February 2022, when Zelensky laid naked the menace his nation was going through, and accused the West of appeasing a resurgent Russia.
No Ukrainian chief had spoken so bluntly to the West earlier than, in line with Ms Klyuchkovska.
Then, on 24 February 2022 – simply hours earlier than Russia first started bombarding Ukraine’s cities – got here a key second.
In a sober handle posted on social media, talking partly in Russian, Zelensky mentioned he had tried to name Vladimir Putin to avert a battle, and had been met by silence.
The 2 nations did not want a battle, he mentioned, but when Ukrainians got here beneath assault they’d defend themselves.
“If you assault us you will notice our faces – not our backs, however our faces.”
For his subsequent broadcast after Russia had invaded, he wore navy fatigues, reflecting the nation’s David-versus-Goliath wrestle.
That night he made one other handle, warning Western leaders that if they didn’t assist, tomorrow “battle will knock in your doorways”.
Zelensky’s nightly video addresses grew to become a supply of hope and luxury for thousands and thousands of Ukrainians throughout the ongoing preventing. His means to attach was maybe most evident when he posted a defiant video of himself with a number of prime advisers in Kyiv, after Russia falsely claimed he had fled the capital.
“We’re right here,” he repeated. “We’re in Kyiv. We’re defending Ukraine.”
Zelensky shortly grew to become a nationwide figurehead, with a excessive of 90% approval rankings within the instant aftermath of the invasion.
