Business and National Identity

Problem Description

Russia’s full-scale invasion has not only caused a humanitarian crisis but also exacerbated a less visible yet profound issue – thousands of abandoned animals, destroyed shelters, a lack of resources, and limited public attention to animal welfare.
According to research conducted by the Socioinform Center at the request of Save Pets of Ukraine (now the NGO U-Hearts Ukraine), the number of animals in shelters increased by an average of 20–30% in rear regions, 60% among independent animal volunteers, and by 100% or more in shelters located in frontline areas.

Kormotech, a Ukrainian company with a global presence, recognized that preserving national identity is impossible without supporting independent journalism, which shapes public discourse.
Therefore, the company decided to invest in the development of regional media – to restore the voices capable of telling stories that matter for the country: the lives of people and animals in times of war.

Solution

In 2023, Kormotech, together with the NGO U-Hearts Ukraine, launched the “Spivprostir” journalism competition (formerly known as “A Country Friendly to Animals”). The initiative became a platform for journalists from all regions of Ukraine.
Its goal is to support independent Ukrainian journalism and encourage the creation of high-quality media content on themes of humane treatment of animals, human responsibility toward nature, and overcoming the environmental consequences of war.

The competition is implemented with informational support from the NGO Internews-Ukraine and annually engages journalists from across the country.

“We believe in journalism that shapes policy, not just documents events. We seek analysis that can influence decisions and actions – both of ordinary citizens and of local or national authorities.”
– Dmytro Zinchuk, Project Lead, Internews-Ukraine

Each year, the competition evolves, adapting its focus to current challenges and societal needs.

“Humanity cannot be selective. How we treat animals today reflects how we will treat people tomorrow. For Kormotech, this is a core principle: we don’t just feed – we foster a culture of care.”
– Alina Smyshliak-Boroda, Director of Reputation and CSR, Kormotech

Results

The Spivprostir competition has become a unique example of how business can strengthen civil society by supporting independent media.

• In 2023, the competition received 112 applications.
• In 2024, this number increased to 137.
• The total prize fund for the two waves exceeded ₴300,000, fully financed by the private sector.
• In 2025, Spivprostir will be held for the third time, with a ₴100,000 prize fund to be distributed among the winners.

Impact:

•  ≈ 250 journalists have participated in the two waves of the competition.
• The number of media materials on animal welfare, humanity, and ecology has significantly increased, with both regional and national outlets covering these topics more actively.
• Dozens of analytical and feature stories have been produced, highlighting the challenges of animal welfare, ecocide, and humane treatment of animals.
• The competition has become a platform for dialogue between journalists, animal rights defenders, and local communities.

Despite the challenges, the team has managed to build a stable process – from communication with editorial offices to organizing a jury composed of representatives from government institutions, business, and leading Ukrainian animal welfare organizations.
The main challenge was maintaining the trust of the media community and ensuring maximum transparency in the selection process – which has become the foundation of the project’s sustainability.

For Kormotech, this project is an investment in rebuilding Ukraine’s intellectual and cultural landscape. Supporting journalists who highlight the values of humanity, empathy, and mutual assistance is part of the company’s broader mission: to help build a society where respect for animals is a fundamental element of national identity.

Spivprostir stands as a unique example of how business can contribute to the development of civil society by supporting independent media that shape Ukraine’s positive image in the world.