Ruslana concert, Kyiv
– Yedinstvennaya magazine for women (#7 July, 2005)
Amway is focusing its global sponsorships on improving the well being of children worldwide. This is consistent with our global corporate vision of helping people live better lives. Amway Europe and South Africa successfully partner with UNICEF, helping to raise funds for the Immunization Plus Programme, which aims to vaccinate the world’s children against the six main child-killing diseases: Polio, Measles, Diphtheria, Tuberculosis, Whooping Cough and Tetanus. However, One by One is a global initiative with a local flexibility. In this regard, we would like to tell you how the campaign was launched in Ukraine.
May is the most beautiful month in Kyiv. The city is full of blooming chestnuts, flowers and full of fresh greenery. During this month, Ukraine hosted Eurovision 2005, a song contest.
Ruslana, a well-known Ukrainian pop singer and the winner of Eurovision 2004, hosted Eurovision this year in Kyiv. One day before Eurovision started, she conducted a big charity concert aimed to raise funds to benefit children’s medical programs in Ukraine. Together with Children of Chernobyl Relief Fund, Ruslana was seeking sponsors to support the event. Amway Ukraine quickly responded to this call as a benefactor of the charity concert, which was the first event of Eurovision 2005.
“Our cooperation with Ruslana was a strategic decision. Ruslana is a young, dynamic and very energetic personality, who represents the modern generation of Ukrainians. Recently she became the first Ukrainian Goodwill Ambassador for UNICEF. This cooperation is consistent with our goal to help children live better lives.”
– Alexey Yemelyanov, General Director of Amway Ukraine Ltd.
The affiliate wanted to share the joy from the energetic rhythm of Ruslana’s music with those for whom the concert was dedicated. Together with the Yedinstvennaya charity fund, Amway Ukraine conducted a drawing competition among 200 orphans at Chervonokhutorsky boarding school, whose ages span from six to 16 years old. The children live in run-down buildings, situated in the forest. These kids lack many things, including clothing, toys and books. Most of all, they lack the attention of adults and new experiences. Amway Ukraine hoped that the opportunity to attend the concert would help teach the children social adaptation skills and help them develop independent thinking.
Thanks to Amway, 11 winners of the competition had a chance not only to attend the Ruslana’s charity concert, but also to meet with her in person, as well as with other contestants of Eurovision 2005.
Amway brought everything for the competition (inks, brushes, albums, pencils, etc.) so that the children would have fun while drawing. The company prepared presents for every child: drawing kits, T-shirts, candies, chocolate and soft beverages.
After three hours of hard work, the names of the children with the winning drawings were announced. They got the chance not only to attend Ruslana’s grand charity concert, but to spend two wonderful days in Kyiv.
At the concert, cheerful children danced with Amway Ukraine’s employees and took pictures with contestants of Eurovision 2005. Nobody believed they’d meet Ruslana in person. After the concert, she came up to talk and take photographs with them.
The President of Ukraine, Victor Yuschenko, and his family also attended the event. “Unbelievable! We even saw President Yuschenko,” the children said.
The agenda for the next day was very intense. The children took a boat trip along the Dniper River, went to the movies, had an excursion along the city, and watched fireworks at Maidan Nezalezhnosti, the main square of Kyiv.
“I was happy that we managed to organize a real holiday for those who really need our help. What can be better than the smile of a child? I will never forget it. The One by One campaign is a great opportunity to achieve many goals. We can make the difference in the lives of our children. We can showcase who we are, and the force for good we have become.”
-Elena Polishchuk, External Affairs Specialist of Amway Ukraine
