Full-scale war has become a real challenge for Ukrainian businesses. Destruction of factories, warehouses, and sales points, disruptions in logistics, energy shortages, lack of personnel, and a drop in demand are just a few of the most common problems that had to be addressed in extremely tight deadlines. Fortunately, many businesses were able to transform themselves to meet all the challenges of the time.

Today, companies are optimizing business processes, focusing on short-term strategies. They are entering new markets to diversify risks and attract new clients. They are working towards autonomy, for example, purchasing generators or installing solar panels, as reported by 24 Kanal. But most importantly, they are pooling efforts to promote the development of the business environment and to bring Ukraine closer to victory.

At the global level, Ukrainian businesses are increasingly focusing on social responsibility and supporting the Armed Forces. This is evidenced by research. According to EBA data for 2023, 56% of companies provide financial assistance to the army and civilians, including donating their own products. Furthermore, 61% of surveyed companies support their employees who are serving in the Armed Forces, including critical specialists such as managers, technologists, engineers, mechanics, production operators, and accountants.

In their efforts to provide essential support to their employees, Ukrainian companies have moved away from competition and started to unite among themselves. Moreover, the number of collaborations with funds and volunteer organizations has increased. One example of such collaboration is the charitable initiative "HeroCar". Within its framework, ground transportation (pickups, motorcycles, ATVs, etc.) is purchased for the front line and directly provided to the military unit selected by the Armed Forces.

In November 2023, the national chain EVA joined the initiative, accumulating and directing over 70 million UAH in support of the Defense Forces and affected citizens since the beginning of the full-scale invasion. Together with "HeroCar", they launched the campaign "From Small to Big" to raise funds for pickups for Ukraine's defenders. Since then, toy off-road vehicles have appeared on EVA's shelves. They are scaled-down copies of vehicles that have been transferred to military units for over a year.

According to the company, pickups obtained through the project transport equipment, ammunition, and evacuate the wounded. They are also used by assault troops, scouts, "shahid hunters," and combat drone operators for combat missions.

EVA actively supports "HeroCar" and other projects of the Ruslan Shostak Charitable Foundation. The implementation of the "From Small to Big" initiative made us pioneers. After the successful first wave, which we implemented, the idea of scaling up the project arose, involving other businesses in partnership. Because both our clients and our employees were inspired by the initiative, we wanted to help the defenders and wish Ukraine victory,
commented Oleksandra Hnatyk, head of PR direction EVA.

During the first 2 months of the initiative, EVA clients purchased 5,444 toy models of heroic pickups, and the profit from their sale - 530,000 UAH, was transferred to the purchase of real off-road vehicles for the military unit of the 3rd separate assault brigade.

And this was just the beginning, as the goal of the "From Small to Big" campaign is to sell a series of 460,000 toys to raise funds for 150 real pickups for the Armed Forces.

After the insane success of the first wave, the project was decided to scale and attract other partners.

One of them became the largest pharmacy network in Ukraine "Podorozhnik", which has already donated 42 million UAH to support the Armed Forces. Network representatives emphasize that they continue to increase the volumes of assistance and join joint initiatives, as this is a very important contribution to security.

We are proud to be able to participate in such an important matter. Every purchased "HeroCar" is a contribution to our common safety and future. We believe that together we will successfully implement this project and help our defenders in difficult times,
said Taras Koliada, CEO of the "Podorozhnik" pharmacy network.

Note. Participation in the "HeroCar" project is a good opportunity to demonstrate the social responsibility of your own business by directly contributing to the strengthening of the Armed Forces. Local retailers and large networks can become partners in the charitable project. To apply for corporate cooperation, simply write to the official Facebook page of "HeroCar".

Put the name of your company in the history of our joint victory.

Learn more about how the "HeroCar" charity project works and how each of us, even not being an entrepreneur, can join the "From Small to Big" initiative and help the Armed Forces, we tell in the material.

"HeroCar" - a national platform that provides the Armed Forces with wheeled vehicles

The "Hero Car" charity project, founded by the Ruslan Shostak Foundation, aims to provide the Armed Forces with reliable transport. As representatives of the team point out, the need for cars at the front is growing every day. Today it is a consumable that lasts a maximum of 2-3 months. However, as practice shows, the average lifespan of cars in active combat zones is 2-3 weeks, or even 2-3 days. And the more intense their course, the more reliable machines are needed.

Despite the increased demand, "Hero Car" is currently the only national platform specializing in providing the Ukrainian Armed Forces with wheeled vehicles. The project team regularly works with the command of the Armed Forces, processes official requests from the military, and analyzes the current situation on the front line. According to the received information, transport is distributed among brigades.

Thanks to the focus of the fund on wheeled transport, the "Hero Car" team manages to process each request efficiently and direct off-road vehicles to where they are most needed.

It is important that a specialized team works on the selection and diagnostics of each car, so only vehicles that meet high requirements and have good technical characteristics are delivered to the front. These include high cross-country ability, all-wheel drive, suitability for rapid repair. Among such cars are powerful diesel pickups, such as the SsangYong Actyon Sports.

As the project team explains, currently purchased pickups are used for combat missions by assault troops, scouts, "Shahid hunters," and combat drone pilots. In addition, they transport equipment and ammunition and evacuate the wounded.

In addition to selection, procurement, and transfer of cars to military units, "Hero Car" conducts diagnostics and technical maintenance of cars, as well as repairs or provides spare parts. As a complex, this significantly speeds up the delivery of assistance.

"From Small to Big" Project

Within the "Hero Car" project, the Armed Forces received over 370 cars. However, the needs of the military continue to grow. Therefore, the project team has received a request from the command of the Ground Forces Staff for 1,000 cars. The faster they manage to purchase and transfer them, the more effective the future actions of the Armed Forces will be.

To make the car purchasing process seamless and faster, the Ruslan Shostak Charitable Foundation within the "Hero Car" project launched a long-term charity initiative to support the front - "From Small to Big". Large Ukrainian companies have already joined it, including EVA, VARUS, WOG gas stations, Sim 23 store network, Vodafone Retail, and Podorozhnik pharmacy network. The organizers emphasize that this is not the final list of network partners and invite other Ukrainian retailers to help the Armed Forces.

Specifically for the campaign, small copies of pickups were created. It is these buyers who can purchase in each of the networks that became the project's partner.

The biggest challenge, as partners note, was the need to convey the importance of the campaign to clients. On the one hand, society is certainly ready to donate and participate in social and charitable initiatives. However, there are so many of them that it can be confusing.

So it was necessary to create a noticeable, bright, and recognizable project. Each network approached work in its own way. For example, EVA store staff actively worked to draw attention to promotional cars, interest them, and also understand the essence and importance of the project.

It is important. 100% of the profit from the cost of "Hero Cars" is directed to the purchase of cars for the front.

This is a good opportunity for everyone to contribute to the strengthening of our defenders. At the same time, everything is as transparent as possible - to find out which specific units will receive the necessary cars, just familiarize yourself with the active collections presented on the platform.

The project team notes that the amount from the sale of 3,300 "Hero Cars" equals the amount needed to purchase one real pickup. The first batch of toy pickups - 10,000 pieces, was sold in two weeks. This is another proof that successful initiatives unite. And it's not just about business, it's about each of us. Because only by joining the common cause can we turn small into big - something that will help us endure and win.