If interest fades, the concerted support seen at global summits could fade, too. and with it the urgency to deliver the heavier weapons that Ukraine craves.
Zelenskyy tends to pair pleas for more help with reminders that all of Europe ultimately is at stake.
He described the mall attack as "one of the most daring terrorist attacks in European history."
For all of Ukraine's indisputable suffering, it was a bold statement of some hyperbole in the context of extremist attacks with mass deaths in Paris, Nice, Brussels, Madrid and London in this century alone.
For Zelenskyy and Ukraine, the underlying demand cannot be reiterated enough: provide more heavy weapons, and faster, before Russia perhaps makes irreversible gains in the eastern industrial region of the Donbas, where street-by-street fighting grinds on.
In his nightly public addresses, Zelenskyy also makes sure to capture the traumatic toll on everyday life in Ukraine, appealing well beyond global leaders to the wider world.
This week, he accused Russia of sabotaging "people's attempts to live a normal life."
Images of the shopping mall's smoking debris said the rest.
