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Rinat Akhmetov was the first to help Ukraine in the fight against the pandemic. In February 2020, he pooled the resources of the Charitable Foundation, Shakhtar FT and other SCM assets and allocated over UAH 450 million to help the country fight the coronavirus. The Digital Fizra educational project, part of the Fight Against COVID-19 in Ukraine project, has received a prestigious international award.
Rinat Akhmetov Foundation won awards in two categories at the prestigious IPRA Golden World Awards. Founded in 1990 by the International Public Relations Association (IPRA), it awards the best communication projects in terms of creativity, strategy quality and results achieved. The educational series created by Rinat Akhmetov Foundation won an award in the Sport and NGO campaign categories.
“Rinat Akhmetov Foundation, Shakhtar FT and the Ministry of Digital Transformation of Ukraine have joined their efforts to help the country during the quarantine period. After all, only together we can successfully fight against the threat of the coronavirus pandemic. Our synergy resulted in a unique project that every Ukrainian student will benefit from. It is a series of videos for YouTube and Instagram raising awareness for sports and a healthy lifestyle. Paradoxically, the project, through gadgets and smartphones that all teenagers have, has motivated them to pull away from their screens and focus on their physical shape. That is why these video tutorials will be relevant after the quarantine as well. To reach the hearts and minds of students, we took a truly amazing step, inviting the whole “celebrity team”. These are world football stars, Andrii Piatov and Serhii Kryvtsov, as well as popular showmen, Oleh Masliuk and Yevhen Yanovych. I am sure that no other motivational project can boast of such a stellar lineup,” says Yuliia Yershova, Director of the Foundation’s Communications Department.
“It was very unusual and nice to hear that our joint project with Rinat Akhmetov Foundation has been recognised worldwide. I’m sure this is a well-deserved award because there were no such projects in Ukraine before, and we had to do everything for the first time during the pandemic. Generally speaking, I really like the friendship and partnership that have been connecting the club and the Foundation for a number of years. Last year, we helped doctors fight the coronavirus together, provided testing devices and equipment for hospitals. I believe that this successful cooperation will allow us to do many more good things,” said Andrii Piatov, captain of FC Shakhtar.
We really wanted to do something useful and heartfelt during the pandemic, and that is how the Digital-Fizcultura (Digital PE) project was born. And since we didn’t think about awards then, it’s doubly nice that our educational series was noticed. This is definitely great! I remember how my account was mentioned in stories by lots of schoolchildren. The kids wrote that they started following us and doing sports while being quarantined. In my opinion, this is our major win,” says Yevhen Yanovych, actor starring in the Mamahohotala comedy show.
“We are glad that the Digital-Fizcultura project received a well-deserved award from the IPRA, and we are proud to be involved in promoting sports among the younger generation. I think that many important topics are easier to promote with the help of fun and familiar media faces. So it’s great that these were the key components in our project, and the sports have turned out exactly the way kids need them, exciting, fun, jokey and playful and, most importantly, useful,” said Ivan Bukreiev, Director of NLO TV.
Hundreds of companies and advertising agencies from several dozen countries from all continents competed for the IPRA Golden World Awards. DTEK Foundation and Company are the only representatives of Ukraine to have been awarded along with companies from Qatar, Japan, the Philippines and Greece.
The project’s audience on the Foundation’s digital platforms and national TV was over 5 million. And the total audience, taking into account the users of the Diia platform and the rotation of 20 national channels, amounted to at least 26 million.
All episodes of Digital-Fizcultura series are uploaded on Rinat Akhmetov Foundation’s Facebook page and on YouTube channel.