Sustainable Support for the Armed Forces

Since the beginning of the full-scale invasion, EVA has been consistently developing its own system of social support, defining several key directions that remain relevant today. These include assistance to children, humanitarian and volunteer programs, and support for shelters and animals affected by the war. At the same time, support for the Defense Forces of Ukraine has become the company’s priority and the most large-scale direction of its social activities. In this area, EVA works systematically: responding to urgent needs of military units, developing partnerships with charitable organizations, providing humanitarian assistance, launching nationwide fundraising campaigns, and actively engaging its customers and team.

Since February 2022, EVA has implemented 29 projects across all directions, engaging around 7 million customers and allocating over 123 million UAH in aid. These results demonstrate a well-established long-term support model that remains stable even in challenging periods and continues to evolve in line with the needs of the country.

Within the military support direction – which has become EVA’s highest priority – the company implements some of its largest and most impactful social initiatives. One of them is the project “Mission – Life”, carried out in partnership with the NGO Zemlyachky.

The project was launched on 8 May 2025. Its goal was to raise 4 million UAH to equip 80 female combat medics serving on the front lines with protective gear adapted to the anatomy of the female body. Anyone could contribute to the fundraising campaign by donating from 1 UAH at EVA checkout counters or online on the project page.

Women in War: The Invisible Reality

Today, more than 70,000 women serve in the Armed Forces of Ukraine. They evacuate the wounded from the battlefield, work in frontline medical units, and serve in reconnaissance and sapper teams. Yet most military gear is still designed for the male body. Ill-fitting body armor, uniforms that restrict movement, and heavy, uncomfortable boots are not merely inconveniences – in real combat conditions, they pose a direct threat to a woman’s life.

“Female medics are the ones saving lives under fire. They evacuate the wounded from the battlefield, work in field hospitals and trenches. Their job demands endurance, professionalism, and split-second decisions. To save others, they themselves must be properly protected” , explains Kseniia Drahaniuk, co-founder of the NGO Zemlyachky.

“For EVA, supporting the Defense Forces is one of our key priorities. But we also strive to implement initiatives that resonate with the values of our audience – primarily women. Mission – Life became an opportunity to support our female defenders and express our gratitude. It was a way to show that EVA stands with them – in everyday moments and in the most challenging times” , adds Oleksandra Hnatyk, Head of PR EVA and EVA.UA.

The Power of Real Stories

The faces of the campaign were real female combat medics who shared their personal stories on the project’s page. On the eve of the launch, the initiative was presented at the “War of a Woman’s Making” conference, which brought together combat medic Olena Ryzh, NATO Secretary General’s Special Representative for Women, Irene Fellin, Canada’s Ambassador to Ukraine, Natalka Cmoc, and the Armed Forces of Ukraine’s Gender Advisor, Oksana Hryhorieva. During the event, the photo exhibition “Hear the Woman at War” was opened – a visual manifesto highlighting the importance of women’s voices on the frontline.

In July, another exhibition – “Her Story is LIFE” – was showcased at Atlas Festival, becoming an emotional extension of the project. For Mother’s Day, EVA and the NGO Zemlyachky, in partnership with Ukrainska Pravda, created a special feature titled “Women in the Military,” focusing on the challenges women face at the front and the importance of supporting them. EVA’s own media platform, EVA BLOG, launched a series of stories titled “Evacuation Point,” where combat medics themselves spoke about their service and the realities of working in frontline conditions.

EVA stores became an essential part of the communication campaign: checkout counters served as donation points, while POS materials and staff engagement effectively encouraged customers to join the initiative. The campaign was widely promoted across the social media channels of both EVA and Zemlyachky. Ukrainian bloggers, influencers, and Zemlyachky’s ambassadors further amplified the message. The project also received coverage from nearly 40 media outlets, reaching a potential audience of more than 7,000,000 people.

Results That Exceeded All Expectations

The Mission – Life campaign lasted until 31 July 2025. During this period, more than 536,000 donors joined the initiative. The initial goal of 4 million UAH was reached on the 31st day of the fundraising campaign. The final result – 9,223,184 UAH – made it possible to equip not 80, but 184 female combat medics.

In August, the project concluded with a series of final activities. On 14 August, the organizers hosted a training day at a military range, where participants – representatives of EVA and the NGO Zemlyachky, journalists, and combat medics – completed a short course in firearms training, tactical medicine, and mine safety. This experience helped the participants better understand the challenges frontline medics face and what it means to make life-saving decisions when every second counts.

The final event, held on 15 August, presented the project’s outcomes and included a panel discussion featuring combat medic Anastasiia Podobailo (the face of the campaign), Valentyna Savitska, Deputy Head of the Center for International Cooperation and Strategic Communications, as well as representatives of EVA and Zemlyachky. The discussion focused on the role of women on the frontline, gender equality, and the importance of systemic charitable support. The organizers also recognized EVA employees whose daily work contributed to the project’s success.

“We are grateful to everyone who participated. This project is not only about equipment. It is about highlighting the role of women at the frontline – about care, trust, and shared responsibility for those who save lives. Our core audience and 80% of EVA’s team are women, so this topic is deeply meaningful to us. I believe that, alongside the powerful communication effort, this emotional connection was one of the key factors behind a result that exceeded even our own expectations” , concludes Oleksandra Hnatyk, Head of PR EVA and EVA.UA.