The framing here does not say "they are military targets". It strikes out the negative to assert the positive, i.e., it is in discourse with a depoliticizing narrative that "I have nothing to do with Putin's war, don't touch my Wildberries". It really is at the same level as saying that ordinary Americans and ordinary Israelis are not innocent of the Iran war, the Gaza genocide etc. It is saying to the population: you can't wash your hands of this.
Now, that said, this is a flat nationalistic way of saying this, and it's a war propaganda poster.
Edit, yup, in the original Instagram post, that's exactly the framing, not "kill'em all":
Russia is slowly being welcomed back. Western celebrities are performing in Russia again. Russian athletes are gradually returning to international competitions. Russians are being welcomed back into cultural and public spaces - all while Russia's war against Ukraine continues. Behind this normalization lies a familiar argument: don't punish ordinary Russians for Putin's war. They have nothing to do with it. But is this really just Putin's war? Let's debunk one of the most persistent - and convenient - myths about Russia's invasion of Ukraine.
It talks about normalization in culture and sports, it doesn't talk about killing them.