Memes featuring a Shiba Inu became part of internet folklore a decade ago, but Russia’s invasion in Ukraine has turned it into a symbol of resistance to Kremlin disinformation that has also attracted the interest of Lithuanian politicians and activists.
The North Atlantic Fella Organization (NAFO), a decentralised community of activists on social media, has emerged as a prominent force countering false or misleading Russian information through sarcasm, mockery, and memes.
Formed more than a year ago, the group also encourages donations to pro-Ukraine initiatives.
As a token of appreciation, NAFO members draw personalised avatars – pictures of the internet’s beloved Shiba Inu – for individuals who contribute. These avatars serve as illustrations for their social media profiles.
Despite never having met in person, the community has decided to hold its first-ever NAFO summit in Vilnius on the eve of the NATO meeting, solidifying its commitment to combating Russian disinformation.
It's hard to encapsulate all of my thoughts today. I've made friends, learned a lot, watched this grow, and helped a lot of folks all because I was shitposting with a buddy. Somehow, that doesn't even begin to capture it all. Thanks for being here fellas. Hats off. pic.twitter.com/Nv5dc2pDQs
— Pete (@BravoKilo6464) May 19, 2023
Virtual mobilisations
NAFO is creatively named the North Atlantic Fella Organization as a play on words with reference to NATO (North Atlantic Treaty Organization). The group’s logo is also borrowed from the alliance, but the two organisations have no formal links.
The community’s origins trace back to May 2022 when Kamil Dyszewski, a Twitter user, started drawing dogs embedded in photos from the war in Ukraine.
After garnering interest from like-minded fellas, Dyszewski began drawing personalised avatars in exchange for support for a Georgian legion fighting in Ukraine. This initiative eventually evolved into NAFO, gaining viral status as it countered Russian propaganda and encouraged donations to various causes.
Currently, almost 108,000 people follow the community on Twitter alone.
NAFO’s approach has attracted attention from political scientist Nerijus Maliukevičius of the Institute of International Relations and Political Science at Vilnius University.
“You support, you pay and you get recognition, and everyone sees that by having that avatar you have somehow contributed to the Ukrainian struggle. It’s all very sensible, well thought out and very engaging,” Maliukevičius told BNS.
The researcher, who studies information warfare, calls NAFO a modern phenomenon of new media where “virtual mobilisations” happen during real conflicts.
“To say that it will solve any security challenges would be naïve. However, I see it as a very important process and part of the fight against Russian disinformation challenges,” Maliukevičius said.
Politicians embrace the movement
One of the factors behind NAFO’s popularity, according to Maliukevičius, is its use of humour to deconstruct Kremlin propaganda.
“Traditional debunkers seem to leave the humour aspect on the sidelines,” Maliukevičius said. However, the strategy of ridiculing those who are trying to lie and thus achieve their own political goals is as old as history.
Recognising NAFO’s wide reach, Lithuanian and other politicians active on Twitter have become interested in the initiative.
“A privilege! Onwards we go!” British Defence Secretary Ben Wallace tweeted upon receiving his Shiba Inu avatar.
Ukrainian Defence Minister Oleksiy Reznikoff and Estonian Prime Minister Kaja Kalas also featured the dogs on their Twitter accounts in the past.
NAFO’s efforts received recognition in March when the group’s representatives were awarded a plaque from United24, Ukrainian President Volodymyr Zelensky’s initiative in support of Ukraine.
Lithuanian Foreign Minister Gabrielius Landsbergis, who keeps in touch with the activist community on Twitter, even wore a NAFO T-shirt during his visit to Odesa in September.
‘Fella movement’ takes shape
The “fella movement” attracts individuals from across the globe, with some humorously listing their location as Langley, Virginia (home to the CIA headquarters), in response to Kremlin propagandists’ accusations of working for the US government.
However, the anti-Russian propaganda activists will soon have Vilnius as their official location on social media accounts, as they gather for the NAFO summit.
Organised by Mark Adam Harold of Nakta, an association of bars and nightclubs, the meeting will occur on the eve of the NATO summit.
While the physical event will be limited to around 100 participants, it will be broadcasted online to engage thousands of NAFO members, he told BNS.
“We even had Americans who bought tickets to Vilnius and booked hotels when they saw this advertisement,” Adam Harold told BNS.
The NAFO summit will feature discussions with Lithuanian and foreign experts on war propaganda and information attacks, as well as Ukrainian soldier who fought on the frontline.
The event will culminate with a celebratory party, symbolising a “dress rehearsal for the party in Crimea after Ukraine’s victory and takeover of the peninsula”, organisers say.
Lithuanian President Gitanas Nausėda extended a public invitation to the event, and his tweet quickly gained popularity, receiving over 740,000 views and more than 5,000 likes on Twitter.
“Dear #NAFOfellas, I’ve heard you fancy visiting Vilnius this July? Just wanted to let you know that you are most welcome in Lithuania,” Nausėda tweeted.
As excitement builds, Lithuanian Foreign Minister Gabrielius Landsbergis humorously wrote under a tweet featuring his Shiba Inu avatar: “I came here to drink beer and save democracy, and I’m all out of beer.”
Fellas are already arriving in Vilnius for the NATO/NAFO summit!
— saint meow (@Magic_Meows) June 29, 2023
Let's hope these little rascals don't get into any trouble as they familiarize themselves with the city 🥰🇱🇹 pic.twitter.com/21NFh2B9YI
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