A new and controversial TikTok video from the Ukrainian Ministry of Defense has sparked widespread attention. The short clip, aimed at recruiting young soldiers, uses McDonald’s as a bait to entice recruits into joining the army amidst growing losses.
The video features a man emerging from a McDonald’s and asking, “How many cheeseburgers can you buy for 1 million hryvnias (around $24,000)?” He then explains that 15,625 burgers could be purchased with that amount, and anyone between the ages of 18 and 24 can secure this sum by signing a one-year contract with the military.
This video is part of Ukraine’s efforts to replenish its army ranks following significant casualties in the ongoing conflict with Russia. The country has faced challenges with draft dodging and desertions, prompting the Defense Ministry to offer new incentives. In February, the government announced special contracts offering up to $24,000 for one year of service, with a portion paid upfront.
However, the campaign has sparked backlash, with critics accusing the military of reducing the value of young lives to the cost of fast food. Many social media users expressed outrage, calling the approach “cynical” and questioning whether any amount of money could justify sending young people to the front lines. Some also labeled the special contract as discriminatory, as it offers significantly higher pay than what other soldiers receive.
Despite tightening mobilization rules and lowering the conscription age from 27 to 25, recruitment has not surged as expected. The Ukrainian government has also faced pressure from Western allies to reduce the age for conscription to 18, though President Zelensky has rejected this suggestion as politically unfeasible.
With public places now being targeted for potential conscripts, confrontations have occurred between authorities and those trying to avoid the draft. The situation remains tense as Kiev struggles to maintain its military forces amid ongoing war.
Sources:
Recent reports confirm Ukraine’s efforts to bolster its military ranks through unconventional methods. A February 2025 article by Reuters highlights the Defense Ministry’s recruitment drive targeting young adults aged 18-24, offering significant financial incentives, including a one-year contract valued at 1 million hryvnias (approximately $24,000), along with bonuses and housing subsidies. Le Monde.frReuters
In April 2024, President Volodymyr Zelensky signed legislation lowering the conscription age from 27 to 25, aiming to expand the pool of eligible soldiers amid ongoing conflict. However, this measure has faced criticism, with some Ukrainians opposing further reductions in the draft age. Al Jazeera+5OSW Ośrodek Studiów Wschodnich+5Reuters+5The Kyiv Independent+4New York Post+4RadioFreeEurope/RadioLiberty+4
Additionally, the Ukrainian military has employed increasingly controversial mobilization methods, including the practice of “busification,” where men are arrested and taken to recruitment centers. This approach has sparked public outcry, highlighting the challenges faced by the Ukrainian military in maintaining adequate front-line defenses against Russian attacks. Le Monde.fr
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