When the melody of “Shchedryk” fills the air, there’s something more than music in it — it’s a reminder of childhood, a feeling of home, a symbol of warmth and hope. This very note became the starting point for last year’s winter campaign “Share Warmth, Share the Holiday”, which brought Avrora victory in the “Social Responsibility” category of the MMR 2025 PR Cases Competition.

As part of the initiative, the Avrora retail chain donated 5% of sales from New Year’s goods to support the NGO “Zemlyachky”, helping to provide winter uniforms for women serving in Ukraine’s Defense Forces. The campaign ran from December 1 to 31, 2024, and thanks to the joint efforts of customers and the company, over ₴10 million were raised. These funds made it possible to purchase 1,140 sets of women’s winter uniforms for female defenders.

 “We’ve been running the ‘Share Warmth, Share the Holiday’ campaign for three years in a row. For Avrora, charity isn’t a one-time gesture — it’s part of our philosophy. We believe that support should be simple, accessible, and consistent,” said Maksym Nezviyetskyi, CMO of the Avrora multimarket chain.

This was the third joint campaign between Avrora and Zemlyachky. Over the years, the partnership has evolved into more than just an effective support mechanism — it has become a culture of cooperation between business and volunteerism. The NGO “Zemlyachky” handled fabric procurement, tailoring, and logistics to the frontlines, while the Avrora team focused on communication and engaging the public. This synergy ensured transparency, efficiency, and public trust in the campaign.

Winning the MMR PR Cases Competition is recognition for the entire Avrora team and our partners from Zemlyachky. It reaffirms that responsible business can be a powerful force for change — especially when good is done simply, systematically, and sincerely.