Partnerships

We began thinking about how to engage more Aurora employees in regular blood donation. After all, consistent donations help blood centers maintain predictable supplies and reliably meet the needs of both military and civilian patients.

To support this idea, we joined a gamification initiative developed by our partners, the NGO “Blood Agents.” With our financial support, they implemented a donor motivation program built around collecting special badges (pins).

A systematic approach to donation helps cover the constant need for blood at donation centers. Regular donations make it possible to maintain predictable and stable blood supplies, meeting both military and civilian needs.

That’s why we came up with the idea of encouraging people to donate regularly by collecting badges (pins). “Blood Agents” developed a special calendar, with all the available pins illustrated on the back. For each donation, the donor receives a pin and can mark in the calendar which ones they already have and which ones they still need to collect. Completing the full annual collection becomes an extra motivation to donate regularly. In addition, donors who complete the full yearly collection receive a special gift from the “Blood Agents” NGO.

“By supporting donors, we support life. It’s important to us that care and willingness to help become part of our corporate culture-not just a campaign, but a daily value. We chose gamification because it helps turn blood donation from a one-time action into a habit. When good deeds bring a sense of community and joy, they become part of life.”

– Alona Zhyhura, Head of CSR at Aurora Multimarket.

During our partnership, we distributed 20,286 pins and 20 sleep packs (a gift for completing the full collection).

Looking at donation dynamics at Aurora, it’s clear that the pins, as a tool, help motivate people to become regular donors.

In 2023, Aurora employees made 737 donations; in 2024 – 975 donations; and as of September 2025 – 893 donations.

Today, Aurora’s corporate donor base includes over 850 participants, and a regular company donor gives blood an average of four times a year.