“Zemlyachky” and “Aurora” launch New Year’s campaign in support of female defenders
10 December 2024 12:37
Zemlyachky, a non-governmental organization that provides women servicewomen in the Ukrainian Defense Forces with high-quality basic equipment and fulfills hundreds of individual requests for defenders on the front lines, and Aurora, a multimarket chain, are launching the New Year’s campaign Give Warmth by Giving a Holiday for the third time . Starting December 9, Ukrainians will have the opportunity not only to create comfort in their homes, but also to join in helping women in the Ukrainian Defense Forces, "Komersant Ukrainian" reports.
The story behind the story
The centerpiece of this year’s campaign is the melody of “Shchedryk,” a symbol of unity, warmth, and steadfastness that unites generations and conveys the connection between the past and the present.
In the promotional video created as part of the campaign, the song becomes a bridge between the childhood and present of the main character, combat medic Inna Korolenko, who goes by the call sign “Korolok”. The dynamic footage shows the audience the warm atmosphere of her childhood, which was filled with the singing of “Shchedryk,” and her life at the front, where the same melody now sounds like a talisman and a source of strength.
“Shchedryk” reminds us that even in the darkest times we can find strength in our traditions.
“When ‘Shchedryk’ is played, I remember my childhood. It is my connection to my home and family. And now this song gives me strength and reminds me that the whole country is behind us. I amgrateful to everyone who joins this initiative – your actions literally warm me up,” says Inna.
Zemlyachky, an NGO that has been supporting women servicewomen for several years, encourages people to join the initiative.
“When we talk about women servicewomen, we are talking about those who break stereotypes every day, showing incredible strength and resilience. The Give Warmth by Giving a Holiday campaign is a way for every Ukrainian to say: we see you, we are grateful to you, we are with you. Together with Aurora, we give not just a uniform or warmth, but the belief that even in the most difficult times, our every action matters,” said Ksenia Draganiuk, co-founder of the NGO “Zemlyachki” Ksenia Drahaniuk, co-founder of the NGO.
How does it work?
As part of the campaign , Aurora donates 5% of the sales of all New Year’s goods to the needs of women in the military. All the money raised will be used to buy winter uniforms. The campaign aims not only to provide material support, but also to remind Ukrainians of the importance of unity and preserving traditions even in the most difficult times.
“We are happy to be a part of this project, as it is important for us not only to create a festive mood for our customers, but also to support our defenders. “This is the third time that Aurora has joined the collection for winter uniforms for our defenders, as it is extremely important to provide warmth and comfort to those on the front line,” says Roman Sivkovskyi, Marketing Director of Aurora.
Buy New Year’s goods in Aurora stores until January 15, 2025 and support women servicewomen.
The filming was supported by the Land Forces of the Armed Forces of Ukraine and Blue and Yellow Production, which helped create a real, emotional story based on real events. In collaboration with the international strategic communications agency COMMSX.
The video featured real military and combat medics who defend our country on the front line every day. They are not only the protagonists of the story, but also real heroes who are defending our peace and future.
About NGO “Zemlyachky”
TheNGO “Z emlyachky” has been providing women servicewomen in the Ukrainian Defense Forces with quality basic equipment and fulfilling hundreds of individual requests for women on the front lines since March 2022. The organization also provides psychological support and rehabilitation for female defenders and veterans, and promotes the culture of “woman in the military” in Ukraine and around the world by telling stories about women on the frontline.
As of November 2024, Zemlyachky NGO has closed more than 25,000 individual requests totaling more than UAH 215 million.
About Auroramultimarket chain
Aurora is a Ukrainian company with direct foreign investment from Horizon Capital, which is the leader in the Ukrainian market among one dollar stores. The chain is dynamically developing and expanding both in Ukraine and abroad, with more than 1,600 stores in Ukraine and more than 25 stores in Romania.
