I think it's a NAFO thing, basically an online community fighting back against misinformation and the Russian war machine with memes. There might be federated examples over at #NAFO.

I guess making things appear more light-hearted makes it more likely to spread further across the Internet, thereby being a more efficient weapon against trolls and online misinformation than dry, factual statements. I still struggle a bit with the whole concept, but at the end of the day I guess it's how the Internet works and it's good that Ukraine and its supporters is using it efficiently.