On June 12-13, Kyiv hosted the largest retail meeting in the country — the RAU Expo 2024, organized by the Retail Association of Ukraine, which was attended by over 1,500 participants. Among the conference partners were more than 30 companies representing the B2B sector and development.

The forum focused on topics such as risk management, innovations, antifragility strategies in wartime, and corporate social responsibility.

This year, the team of the Ruslan Shostak Charity Foundation presented the "HeroCar" project at the event and introduced participants to effective and proven mechanisms for supporting the Armed Forces of Ukraine (AFU) and mobilized employees directly.

The initiative "From Small to Large" was created specifically for this purpose. HeroCar, in collaboration with partners such as the "Podorozhnyk" pharmacy chain, "EVA" and "VARUS" stores, and "WOG" gas stations, launched a long-term campaign to support the front.

The goal of the charity initiative is to provide the AFU with wheeled transport: reliable pickups, motorcycles, and ATVs. The project has already delivered over 350 vehicles to the front, but the major goal is 1,000 pickups for the AFU.

The mechanism is very simple: a toy pickup, a replica of a real AFU vehicle, was specially made for the initiative. Customers of partner networks can purchase the toy, and all profits from the sales go towards buying real vehicles. Partners decide themselves to which unit of the Armed Forces or on whose military ticket the vehicle will be sent. Usually, pickups are directed to units where the company's employees serve. In this way, businesses demonstrate their corporate responsibility not only through values listed on corporate websites but also through real actions.

The first batch of toy pickups, over 10,000 units, was sold in the "EVA" and "VARUS" networks within two weeks. This positive dynamic indicates good support from both the top management of participating companies and customers.

In 2023, the European Business Association (EBA) published the results of a new wave of its quarterly survey "Business During War" among its member companies. The EBA concluded that there is a strong trend: businesses are increasing their support for the Armed Forces and the population. Most companies direct financial assistance to the army and civilians, and 61% of surveyed companies support their employees serving in the AFU.

Importantly, the HeroCar project has the ability to provide targeted assistance directly to the AFU unit chosen by the company. We have found that this was one of the decisive factors for our partner companies when choosing a foundation to collaborate with.

Among other significant factors: vehicle supplies for AFU units occur without intermediaries, which increases efficiency and reduces costs. Collaboration with the Command of the Ground Forces also allows for addressing the most urgent needs of the military.

Implementing such projects in a country at war is the best manifestation of corporate social responsibility. HeroCar already has experience working with companies like "Nova Poshta".

The values we talk so much about are being tested for authenticity. Actions now speak louder than words. In peacetime, companies often compete. Today, businesses are uniting for a common goal — ending the war in Ukraine.

New partners are constantly joining the "From Small to Large" project. Thus, at the RAU Expo 2024 forum, a memorandum was signed with a new significant participant, "Vodafone Retail".

You can find more information about the project, view open fundraising campaigns, or donate to the vehicle purchase on the HeroCar website.