Partnerships

Since February 24, 2022, Ukraine has been losing a lot of blood every day. Ukrainian defenders and peaceful residents of Ukrainian cities and towns are being injured. Business and the economy are being bled dry. At the same time, millions of Ukrainians and foreigners are doing everything possible to prevent the enemy from incapacitating Ukraine. The military is bravely stopping the enemy. Artists, with their creativity, make the hearts of the whole world beat in unison with the hearts of Ukrainians. Business is looking for any opportunities to work to fill the financial arteries of the state.

Serhiy Chernenko, Chairman of the Board of FUIB: “Wars are won by strong armies and economies, so FUIB initiated the social project “We are of the same blood”, which united the bank, a logistics company, Ukrainian manufacturers, illustrators, and public organizations for the sake of sustainable support for the blood-depleted Ukrainian business and art, the development of a culture of blood donation, the purchase of hemostatic agents for defenders and equipment for emergency paramedics.”

We have united over 52 partners around the project “We are of the same blood”, including public organizations, foundations, illustrators, brands, stores, and exhibition organizers. Among our partners are Hospitaliers, DonorUA, Blood Agents, Neopalimi, Kolo, 20 Ukrainian illustrators, 25 Ukrainian manufacturers, Nova Poshta, TSUM Kyiv.

In cooperation with famous Ukrainian artists and designers, FUIB creates merch, the funds from the order of which go to the delivery of blood components to hot spots, the purchase of tactical medicine for defenders, equipment and medicines for emergency paramedics, and tailoring adaptive clothing for the wounded. Ukrainians support the project not only by ordering patriotic clothing, jewelry, and accessories, but also by donating blood at donor centers and at open donations organized by the bank with partners. As a sign of gratitude, each donor receives a 25% discount on merch.

You can follow the life of the project, join its initiatives, and order merch on the project website https://lifesavingmerch.com.ua and on its Instagram page @lifesavingmerch.

To date, the project “We are of the same blood” has helped save 199 thousand lives. We purchased and handed over to the defenders more than 7.7 thousand units of tactical medicine, provided 104 blood deliveries to hot spots, purchased and handed over 3013 units of medicines and 105 units of equipment for ambulances, and attracted more than 3.5 thousand donors to donations. We supported Ukrainian business and art for 34 million UAH.

Since 2024, we have begun to develop another direction of support for the wounded – the creation of adaptive clothing. Adaptive clothing is the right to high-quality clothing of non-standard sizes and cuts, it is protection, comfort, and a sense of dignity. So far, we have already sewn and handed over 4,648 pieces of adaptive clothing (hoodies, sweatshirts, transformer pants, T-shirts, shorts) to evacuation trains and hospitals.

Project features

All items are created and manufactured only by Ukrainian designers and manufacturers. Each new order is a support for business and an infusion of financial blood into the Ukrainian economy.

FUIB transfers half of the cost of each order to public organizations DonorUA, Blood Agents, Hospitaliers for the delivery of blood components to hot spots, the purchase of tactical medicine for Ukrainian soldiers, the purchase of medicines and equipment for emergency paramedics.

Merch “We are of the same blood” is already part of FUIB’s corporate culture. Merch is ordered for employees, purchased by divisions for corporate events. Merch is given to their partners, family and friends. 

The “We Are of the Same Blood” project is constantly developing, forming new partnerships. The team conducts field donations in organizations, companies and universities; offers companies hemostatic merch instead of corporate; participates in charity fairs and social events.

The merch collection is constantly updated. Each created drop has additional meaning.

Thus, the “Live Towards” clothing line is the beginning of a movement towards creating equal opportunities for all. For each order from the new collection, one adaptive item (of the same quality) is delivered to wounded defenders through the KOLO charity fund. Also, on the “We Are of the Same Blood” website, anyone can pay for one or more items of clothing for the wounded. Each adaptive item has been tested at the National Military Medical Clinical Center “Main Military Clinical Hospital”. Adaptive clothing has velcro, additional cuts, and is sewn according to special patterns so that the wounded can dress without difficulty, and doctors have convenient access to care for the wound.

Joint drop “We are of the same blood” and NGO “Vshanuy” – charitable long sleeves with the main symbol of our memory – 9 o’clock in the morning. At the heart of the long sleeve, “9:00” is placed – the time of the National Minute of Silence, and on the right hand, which we put to the heart, the inscription – “Time of Unity”. At the same time, a new tradition was introduced in FUIB – “Minute of Unity” as part of internal meetings and events of the bank. For the team, this is not only a minute of silence in memory of the dead, it is a time to think about how we can support each other, the defenders and the country.

The peculiarity of the drop “Dawn will come” – a design with the image of dawns in different corners of Ukraine: over the Black Sea, the Donbass dumps, in the Carpathians, Kyiv, over the forests of Polissya or the endless fields of the central regions. All of them reflect the resilience of Ukrainians in times of war and dawn as a symbol of hope, strength, and new beginnings. In addition to images of dawn and the inscriptions “Dawn will come,” the additional meaning of the T-shirts is emphasized by inspiring quotes from Ukrainian writers, artists, and warriors. The ambassadors of the collection are our defenders.

Collection of skins in the bank application

In April 2025, the bank launched an initiative that allows everyone to join in saving the lives of the wounded by installing skins from the “We are of the same blood” merchandise collections in the bank’s mobile application. In total, over 27 thousand charity skins have already been installed, 135 thousand UAH have been generated. 2 blood deliveries to zero have been financed, 3 thousand lives potentially saved. Since the state no longer needs our help in financing blood deliveries to zero, we are starting the purchase of equipment for storing and transfusion of blood to zero for various defender’s units. 

Important missions of individual collections

The decoration created in collaboration with Tsvite Teren “Beauty that remembers” is a ceramic bird, broken and reassembled in the traditional Japanese kintsugi restoration technique. It symbolizes rebirth and renewal while preserving its uniqueness: how people rebuild themselves after injuries. The broken and reassembled bird reminds us of the difficulties that victims overcome and how they find wholeness.

The decoration became the beginning of something new. 50% of each order is sent to the “Neopalimi” project – the national charitable initiative that deals with external rehabilitation and treats deforming injuries, burns and scars. It started a few months ago, and 250 thousand UAH have already been collected. One restoration operation costs about 100 thousand UAH. We plan to provide 10-13 operations for the wounded per year.

The “Equality Match” was special – a basketball game between professional athletes and veterans of the Unconquered Games community, during which we presented the new [Super]ordinary collection in collaboration with the “Live Towards” platform. The drop is dedicated to supporting veterans with injuries and wounds through adaptive training: the mechanics are simple: 1 order = 1 adaptive training. The design of the items includes a stork, chestnut, viburnum, cornflower, spikelet, and dandelion with missing parts supplemented with threads that symbolize integrity despite loss. Imperfection is the uniqueness that makes each person special. Veterans are already receiving free introductory adaptive training with qualified trainers. We plan to support 1,000 adaptive training sessions by the end of the year. 

Development of a culture of regular donation

Ukraine lacked donor blood even before 2022, and with the outbreak of the Great War, the need for it increased by almost 60%. So now FUIB Bank, which three years ago began investing in donor initiatives through the “We Are of the Same Blood” project, has joined forces with Mastercard, DonorUA, and Blood Agents for a new step – the creation of the mobile donor hub “Teplokrovni”. We used the experience of Israeli colleagues. 

“Teplokrovni” is a comfortable blood donation point (a double-decker bus) that will travel around Ukraine. No queues or logistical difficulties – just convenient online registration, a warm welcome, and a friendly atmosphere. This unique mobile hub will not only accept blood, but also contribute to the formation of a new culture of donation in Ukraine. FUIB and Mastercard believe that thanks to it, the number of donors will increase.

The project was launched on August 22-24 on Kontraktova Square in Kyiv – by Independence Day, the hub accepted the first donors. In three days, 172 Ukrainians became donors. Medical teams collected 77.4 liters of blood – this is a chance to save 516 lives! And that was just the beginning.

Currently, an interactive educational and cultural space is being created on the first floor of the bus, which will be dedicated to donation. Also, the Donor Appreciation Program from FUIB and partners in the FUIB mobile application will be launched in the next few days (increased cashback, other benefits). To do this, we will connect the data systems of the bank and public organizations DonorUA and Blood Agents. By donating blood, the donor will receive gratitude from Ukrainian businesses.

Impact of the decision

The bank’s investments in the “We Are of the Same Blood” project from 2022 to today have already amounted to UAH 60 million. These are investments in:

– saving the lives of defenders (tactical medicine equipment, blood delivery to zero),

– supporting the work of paramedics (medicines and equipment for ambulances),

– providing the wounded with decent adaptive clothing (inclusivity),

– developing a culture of systemic donation in Ukraine (organization of open donations, donor hub, donor gratitude program),

– contributing to the bank’s reputational capital,

– uniting the bank’s team, clients, partners and friends around saving the lives of Ukrainians.

The indicators of FUIB’s image profile according to InMind/VNT Research/intermediate profile of banks/December 2024 have increased significantly over the year:
– Patriotic – growth from 6% to 10%;
– Participates in the development of the country – from 7% to 11%
– With a good reputation – from 15% to 18%;
– Positive tone of information about the bank – growth from 32% to 40%

According to a study from December 2024 InMind/VNT Research/Positions of banking players, the share of loyal bank customers increased from 11% to 15%. The bank took 3rd place in Top of Mind among banks. According to the special PR-Service Corporate Reputation Management Quality Rating/Corporate Capital Management Quality Rating/January 2025, FUIB took 2nd place among banks in 2025.

FUIB constantly studies the experience of employees at the bank. Thus, in 2024, the eNPS indicator, the level of staff loyalty, was 74%, decreased by 1% compared to 2023. However, the results of the survey on the levels of loyalty, satisfaction and engagement of employees are the highest in recent years. The number of open comments increased by 30% – employees openly talk about what they like and what worries them.

Thus, our social initiatives effectively work for the team, business and society, uniting Ukrainians