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.
Thanks for the link. I've been calling out Kremlin propaganda online since before the full invasion of Ukraine but never understood what NATO is. About time more people started countering their lies.