Sustainable Support for the Armed Forces

The Problem

After the start of the full-scale invasion, Ukraine found itself in a new reality where each day defines the future. The war became a test not only for the army but also for all spheres of life – business, society, and technology.

According to Deloitte research, 55% of Ukrainians expect businesses to actively support the Armed Forces of Ukraine. Kyivstar’s internal CSR study confirms this trend: 59% of respondents consider supporting the military to be the main focus of corporate assistance, while 42% prefer brands that direct part of their profits to charity.

Understanding these expectations and guided by its CSR mission – to preserve Ukraine and help people – Kyivstar has built a systemic social responsibility strategy aimed at supporting the army. It is based on comprehensive technological solutions designed to help Ukrainian soldiers operate more effectively and reduce risks to life.

It was in this context, at the beginning of the full-scale war, that the “We Live Here” ecosystem of projects was born – an initiative implemented by Kyivstar together with the Come Back Alive Foundation. It unites various efforts: from maintaining communication on the frontline, demining, and air defense, to developing innovative technologies for the Armed Forces.

One of these innovative directions involves ground robotic systems (GRS) – machines capable of performing tasks that once seemed like science fiction. They evacuate the wounded under fire, deliver supplies to the front line, conduct remote demining, and even perform combat missions.

However, despite their technical potential, there remained a key challenge – a shortage of trained operators. Without skilled people to control these ground drones, technology remained nothing more than machines with untapped potential. That is why Kyivstar and Come Back Alive decided to establish the Ground Drone Operators School “Varan” to strengthen the Ukrainian army’s capabilities.

The Solution

During the full-scale war, Ukrainian businesses have proven they can be more than donors – they can be active participants in change. Partnering with reliable foundations and organizations allows the creation of initiatives with long-term impact that directly enhance the country’s security.

The “We Live Here” ecosystem of projects by Kyivstar and Come Back Alive is one such example. This is not a one-time campaign but a systematic effort aimed at reinforcing Ukraine’s defense. For Kyivstar, supporting the Armed Forces is not a series of occasional initiatives but a long-term responsibility of business toward the country and its future.

Together with its partner Come Back Alive, Kyivstar developed a structured cooperation model: the foundation verifies military requests, provides comprehensive assistance, and coordinates procurement. Kyivstar supports the project through communication and by enabling its subscribers to participate via the charitable Superpower “Support the Armed Forces+.”

“We believe that systematic support for technological initiatives such as the Ground Drone Operators School ‘Varan’ strengthens the country’s defense capabilities. Thanks to our joint efforts, we funded the creation of the School to train ground drone operators – to save the lives of soldiers and civilians. Because we live here,” – says Oleksandr Komarov, CEO of Kyivstar.

To make subscriber participation simple and continuous, Kyivstar used its unique digital product – Superpowers. This innovative tariff option allows subscribers to choose an extra feature at no additional cost. One of these features is the ability to support the army through the “Support the Armed Forces+” Superpower – simply by using mobile communication.

Subscribers who activate this Superpower automatically donate up to 50 UAH to Come Back Alive. As a result, over 140,000 Kyivstar subscribers joined the cause. This solution turned charity from a one-time emotional act into a systemic mechanism of daily support powered by thousands of small contributions.

It was precisely thanks to the “Support the Armed Forces+” Superpower and Kyivstar’s ongoing communication with subscribers that 42.5 million UAH were raised – forming the main part of the funding for the Varan School of Ground Robotic Systems. In total, the project raised over 47 million UAH.

To attract more people to donate and highlight the importance of military training, Kyivstar communicated the army’s needs in simple, relatable language – showing the purpose of the fundraising through emotional storytelling.

To make communication more engaging, the company “brought the drones to life” – turning them into friendly companions of soldiers. The robots appeared in familiar situations: at an Okean Elzy concert or during lessons with influencer-teacher Ruslan Ihorovych.

The main character of the campaign was the School’s instructor – “Sova” (“Owl”). He reported on results, thanked Ukrainians for their support, and most importantly – showed that behind every drone stands a real person ready to learn, protect, and win.

The Results

The project’s outcomes exceeded expectations. Initially, the fundraising goal was 35 million UAH, but over 47 million UAH were collected – enough to build high-quality shelters for training during air raids. Of that, 42.5 million UAH came from Kyivstar subscribers through the “Support the Armed Forces+” Superpower.

More than 400 cadets have already completed training and are ready to operate ground robotic platforms. The communication campaign reached over 20 million people and generated nearly 100 media publications – from industry outlets to national coverage.

For Kyivstar, this project reaffirmed a core belief: the real strength of business lies in systematic work. One-time charity actions are important, but long-term partnerships deliver lasting results. Without this project, dozens of ground drones could have remained without trained operators – and hundreds of lives without an extra chance of rescue.

The Varan School of Ground Drone Operators and the continued development of this training direction significantly enhance the capabilities of the Ukrainian army, especially in critical frontline areas, and help save the lives of both defenders and civilians.

This project is a testament to how unity between business, citizens, and the state transforms into tangible results. Kyivstar is not just raising funds – it is building a system of support for the Armed Forces that operates every single day. For us, it is not only financial aid but also an investment in Ukraine’s future.