Quebecor is doing its part to help the Ukrainian people by offering $5,000 worth of free advertising space for Ukrainian advertisements on its AddikTV specialty channel.

“Our hearts are broken for the people of Ukraine, and we hope this gesture will help,” the company said in a statement.

Den Smikhu of Ukraine’s tourism office said while he doesn’t know exactly what they will do with all that free advertising time, he’s grateful for Quebecor’s offer.

“We’re not in a position to shoot new ads right now promoting Ukrainian tourism, but hopefully when things get better we’ll have all sorts of ads promoting this beautiful country to all the Quebecers watching old dubbed episodes of The Rookie at 7pm.”