NAFO or the North Atlantic Fella Organization (a play on North Atlantic Treaty Organization, NATO) is an online group,[1] an internet meme,[2] and an online phenomenon[3] dedicated to countering Russian propaganda and disinformation during the 2022 Russian invasion of Ukraine. In addition to posting pro-Ukraine memes, or ones mocking Russian war effort and strategy and "shitposting",[4] the group also raises funds for the Ukrainian military and other pro-Ukrainian causes.[3] The representation of a NAFO "Fella" is a Shiba Inu dog, often used as an avatar.[4]
According to the British-Lebanese journalist Oz Katerji, NAFO "has hampered Russia's propagandists and made them look absurd and ridiculous in the process."[5]
On 28 August 2022, the official Twitter account of the Ministry of Defense of Ukraine tweeted its appreciation of NAFO, with a meme of missiles being fired and "Fella", the Shiba Inu dog, dressed in a combat uniform, hands on face, in a posture of appreciation.[6]
The meme was created in May 2022, when an artist named Kama started adding modified pictures of a Shiba Inu dog (the "Fella") to photographs from Ukraine. After some time, Kama began creating custom "Fellas" for others who donated to the Georgian Legion.[4][7]
In June, the group rose to mainstream prominence after an interaction on Twitter between Russian diplomat Mikhail Ivanovich Ulyanov and a number of NAFO accounts with cartoon dogs as avatars. After Ulyanov, who's been known for his anti-Ukrainian posts on Twitter, claimed that the 2022 Russian invasion was justified by Ukraine, allegedly, shelling civilians in the Donbas since 2014, a NAFO fella pointed out that since 2014 Ukraine has been defending itself against Russian aggression in the Donbas and that there was no justification for Russia's constant attacks on Ukrainian civilians. Ulyanov responded by writing "You pronounced this nonsense. Not me". Subsequently the first portion of the response was seized upon by the fellas and became a widely shared internet meme.[4] After it was pointed out to the Russian ambassador that he was arguing with cartoon dogs online, he ceased posting on twitter for two weeks, which led to speculation that he had been admonished or reprimanded by Russian intelligence services.
The phrase "you pronounced this nonsense", or sometimes more curtly "pronouncing nonsense", became used by NAFO fellas as a quick and dismissive way to mock pro-Russian accounts ("vatniks") which spread Russian propaganda.
On 9 August, the Armed Forces of Ukraine attacked the Russian Saki air base in Novofedorivka, Russian-occupied Ukrainian territory of Crimea. At least 10 Russian aircraft were damaged or destroyed and 60 Russian pilots and technicians had been killed in the attack, according to a Ukrainian official.[8] Photographs of the smoke and explosions were posted on Twitter and one pro-Russian account replied to these with a desperate plea of "What airdefense doing?" (sic),[9] referring to the inability of Russian air defense systems to stop the Ukrainian attacks.
The response became a catchphrase among NAFO fellas, used to highlight Russian failures and setbacks during the invasion, and gained mainstream attention when Adam Kinzinger, a US Congressman from Illinois retweeted the phrase a few weeks later in response to further Ukrainian attacks on Russian bases and ammo depots.[1]
On August 26, Twitter user @andriy9221 and member of the Ukrainian Armed Forces; most well known for creating "Signmyrocket.com", an online service that allows internet users to pay for a message to be written on equipment of the Armed Forces of Ukraine, posted a picture of a Ukrainian 2S7 Pion with the phrase "SUPERBONKER 9000" written on the barrel as well as multiple NAFO stickers on the hull of the Pion. The photo quickly spread throughout the NAFO community, receiving thousands of retweets, and reached several different NAFO outlets on a plethora of social media platforms.
NAFO raises funds for pro-Ukrainian causes. The NAFO avatars, as well as the catchphrases and memes can be purchased on t-shirts and other merchandise sold by Saint Javelin and Legion Of Fellas online stores, with the money raised donated to Ukraine.[4] The originator of the Shiba Inu meme who designed some of the first Fella avatars did so in exchange for donations to the Georgian Legion, a Georgian unit fighting with Ukraine against Russia.[4]
According to Yorkshire Bylines, "Fellas" are gender-neutral and can be male, female or non-binary.[3] They also span many cultures and political ideologies, with the only uniting theme being opposition to Russian aggression and propaganda. Former members of the military as well as Eastern Europeans and Eastern European diaspora are also heavily represented among its members.[3]