“Aurora” and “Zemlyachky” raised UAH 10 million for winter uniforms for female defenders

5 February 13:39

The Aurora multimarket chain together with the NGO Zemlyachki raised UAH 10,000,000 as part of the charity New Year’s campaign Give Warmth by Giving a Holiday, Komersant ukrainskyi reports.

The campaign, which took place from December 9, 2024, to January 15, 2025, was the third joint project of Aurora and the NGO Zemlyachki. As part of the initiative, 5% of the cost of New Year’s goods in Aurora stores was used to purchase winter uniforms for the Ukrainian Defense Forces.

The central idea of the campaign was the melody of “Shchedryk“, which combined the childhood of the heroine of the promotional video, combat medic Inna Korolenko with the call sign “Korolok”, and her life at the front.

Thanks to the active participation of customers and partners of the campaign, the company managed to provide winter uniforms to 1140 female soldiers.

“While the women’s uniforms are being approved by the Ministry of Defense of Ukraine, the winter continues – it is already the eleventh winter of war. In total, 70,000 women serve in the Ukrainian Defense Forces, 10,000 of whom are directly in the combat zone and need high-quality uniforms to perform their tasks. We are sincerely grateful to the Aurora multimarket chain for their stable partnership and continued support of women on the front line,” said Ksenia Draganiuk, co-founder of the NGO Zemlyachki Ksenia Drahaniuk, co-founder of the NGO “Zemlyachki”.

“The ‘Give Warmth by Giving a Holiday’ campaign is not just about helping to raise funds, but a way to recognize the important role of women at the front. And for us, as a socially responsible business, it is important that they have access to quality equipment. That is why we are grateful to everyone who joined this initiative,” comments Roman Sivkovsky, CMO of Aurora.

The comfort and functionality of the winter uniforms provided to the women defenders is crucial for them to perform their tasks in difficult conditions.

“This uniform is not only comfortable, but also allows them to remain mobile, which is critical when evacuating the wounded. Providing aid takes place in different conditions, and you have to adapt to them. Personally, it is important for me that nothing hinders my movements, because sometimes I have to take non-standard positions to get to the wounded,” says a defender with the call sign Sova, who works in one of the DIU’s special units and is engaged in medical evacuation of the wounded.

This year’s campaign has once again confirmed that unity and mutual support is what helps us overcome any difficulties. “Aurora and Zemlyachky NGO continue to work together to support our defenders at the front, because every action matters, and every help brings victory closer.

For reference

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 front line.

As of December 2024, Zemlyachky NGO has closed more than 25,000 individual requests totaling more than UAH 225 million.

About Aurora multimarket chain

Aurora is a Ukrainian company with foreign direct investment from Horizon Capital. The chain is dynamically developing and expanding both in Ukraine and abroad, with more than 1,600 stores in Ukraine and more than 30 stores in Romania.

Остафійчук Ярослав
Editor