This chapter explores the consequences of the extensive influence campaign mounted by Russia and its proxies during the Russian–Ukrainian war. It focuses on the extent to which the media discourse that emanated from the Donbas ‘Republics’ and Russia about the Euromaidan revolution, the Donbas War, the ‘Kyiv regime’, and the 2022 invasion resulted in shifts in terms of how people in Donbas and Ukraine felt about themselves. Years of sustained effort to portray Ukraine as a pro-fascist country with a US-installed puppet government were at least somewhat successful at fostering stronger anti-Ukrainian sentiments within Russia, and to an extent among Ukrainians in the Donbas ‘Republics’. This success has expressed itself as continued and sustained support among Russians for the invasion of Ukraine. However, in Ukraine itself (and especially among Russian-speaking Ukrainians), this propaganda campaign backfired, and instead contributed to a consolidation of Ukrainian identity, which became stronger than ever before.