“We had to do something about the hate, so we decided to use it to our advantage.” Anna Yakovleva on how filming Supermom helped her business
17 May 2024 15:34
EXCLUSIVE
Anna Yakovleva, founder and owner of the well-known event management agency Kiwi Party, started volunteering with her team in the first weeks of the war. However, reality eventually forced her to return to work, and in order to make her business even more recognisable, she decided to take part in Supermom. She told how it turned out for the entrepreneur during the information and motivational event “MamaBrand“, organised by Kommersant Ukrainian 
“When the full-scale invasion began, we started volunteering from the second week of the war and did just that for the entire six months. But we were running out of money, people had to be paid, the rent for the premises was also back… And we slowly started to move. And then I was offered to star in the Supermom project, and I agreed to tell about the charity and my business,”
– she said.
However, according to Anna Yakovleva, the programme turned out to be completely different due to the editing, and she received a lot of hate for it.
“The programme only included the price for organising a birthday party. That’s all. And they made me look like I don’t know who. But we decided to use all the hate to our advantage: we made memes, laughed at ourselves, made cuts from the programme and posted them to my social media feed. Because we know the truth and understand that it’s all editing, but we still had to do something about the hate,”
– she said.
Read the interview with the businesswoman here:
Anna Yakovleva: "The enemy wants us to fall into depression and for our children not to see the holidays"
All materials of the special project “MamaBrand” can be found here:
Women entrepreneurs named 7 unexpected components for startup success in Ukraine: motivating results of the special project "MamaBrand"
