The best for the most powerful: the new VOVK campaign

We are used to war: to explosions, terrible news from the front, used to donations. We are used to the frantic rhythm, work, and fear for those we love. Life has turned upside down, and we have changed. Today, a call with the words "I love you" or "I'm fine" have become a prayer and hope. When the heart is squeezed, and there is silent silence in the soul - only family and friends will not leave. Only friends will hug, bring tiramisu. This support, which lives in everyone, has recently been lost, erased and disappeared.

During a full-scale invasion, we learned to adapt and help. But they could not understand those who return home from the battlefield. Every day, the number of people who have lost their limbs is increasing. Therefore, everyone's task is to cultivate tolerance and respect, to learn to listen to people who were injured and now have physical disabilities.

For Independence Day, the Ukrainian brand VOVK presented a social campaign with the participation of Rusa Nezlamnaya. Her story is amazing, doctors saved the girl a step away from death. Rusya has undergone more than one operation and the installation of a prosthesis. There are many such stories, the VOVK brand team gathered girls with different personal stories and experiences and united them in a life story that is so close to every Ukrainian woman.

The main idea of ​​the campaign is to tell what our nation is feeling right now, being under constant stress. How scary it is to wait for a call from a loved one, how painful it is to love a body after an injury. How scary it is to open your eyes after surgery and see a new self. How timid it is to fall asleep with a child at home under explosions and how painful it is to live on, having lost the most dear ones.

This campaign is about the confidence, the courage that lives in everyone, that the power of support is the greatest and most powerful thing that we have. About how important it is to let go of the fear of proving something to someone and learn to accept help.

Rusya urges all girls to learn to adapt to the challenges of war and to treat people with disabilities with understanding. She notes that everything starts with self-love. And asks that every girl remain confident and happy — despite any injuries or health problems.

Since the beginning of the full-scale invasion, the brand has strengthened its social mission. To show that it is necessary to support people who need prostheses, VOVK transferred 1,000,000 hryvnias to the Superhumans charity fund.

VOVK and Rusya have created a joint story that raises important topics. The campaign convinces girls who are complex due to the presence of a prosthesis, fear, and not to give up when it seems that there is darkness around them to be happy, because in reality there are always those who will turn on the light in the room.

You can watch the video on VOVK's Instagram page