Language has become a weapon of resistance for Ukrainians since Russia invaded their country in February. For example, more bilingual Ukrainians are switching to their mother tongue instead of speaking Russian as their primary language, while some Ukrainian citizens and media outlets have stopped capitalizing the words “Russia” and “Putin” to show they no longer respect those names.
https://www.adweek.com/creativity/why-this-ukrainian-campaign-wont-shy-away-from-using-the-term-war/