Solutions to win: Come Back Alive foundation aims to embed gift-giving tradition and boost fundraising for army support
The Come Back Alive foundation has set several strategic goals for 2025, with one significant objective being the consolidation of donating as a gift. While Ukrainians have increasingly embraced charitable contributions for occasions such as birthdays, weddings, and graduations, certain holidays, like Valentine's Day, continue to linger in the "gray zone" of gift donations.
The Come Back Alive charitable foundation reports this.
Creative manager of the project Khrystyna Boyko notes:
"We wanted to strengthen the communication of the Come Back Alive foundation and help those who know how to do it best."
The initiative aims to transform the perception of gift-giving by promoting the idea: "Presenting nothing so that the troops have everything." Rather than purchasing souvenirs and impractical gifts, the focus is on channeling funds toward supporting the Defense Forces, which play a crucial role in safeguarding our loved ones and ensuring national security.
Therefore, the communication message of the campaign sounds simple and straightforward:
- Love is safety. Provide it together with Come Back Alive.
- The best gift is life and victory. Give a donation instead of a traditional gift.
The campaign was implemented entirely on a volunteer basis. Creative professionals from various fields joined it, working for free, understanding the initiative's importance.
"We had no option not to participate. As soon as we saw the invitation, we immediately looked for a free date," actors Illia Choporov and Daria Hrachova said.
The campaign started with the idea that every gift has meaning only when it gives safety. Therefore, the team focused on creating visual and text materials that conveyed this message in simple language.
Here is what the initial sketches of the concept and idea looked like:
"We made this video warm, contrasting and bright. It attracts attention and at the same time will maintain visual asceticism, irony, keeping the most important thing in focus – "nothing". Even though our main emphasis will be on a box with nothing, we have an emotional shot-flying around the heroes," Serhii Mysak, the video director, says.
You can watch the video at the link.
For reference:
Miracles can be found even in the darkest times. Rubryka has compiled a list of opportunities that allow anyone to become a beacon of hope for others. Discover ways to make a difference in Rubryka's article: "Saving the spirit of Christmas: What Ukrainian charity campaigns you should support these holidays."
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