Creative business responses to the crisis in Ukraine

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The Russian invasion of Ukraine caused much of the business community to announce humanitarian donations of money or services and many to halt their Russian operations. The speed with which many companies acted is admirable, and for many, the severity of the Russian trade shutdown is quite significant.

A recent survey by the American Association of Advertising Agencies indicates that a majority of American consumers approve of such actions.

However, largely due to the fast-paced nature of the Ukrainian crisis, few corporate moves could be called highly creative. A few exceptions caught my attention:

— Airbnb has provided free temporary housing to 100,000 Ukrainian refugees and has pledged to encourage its network of hosts to provide free or discounted housing to refugees.

The Conqueroran international startup with social impact of gamified fitness events, quickly mobilized its community and donated $500,000 for the Red Cross and save the children provide immediate aid and resources to Ukrainian civilians. In just one week, over 15,000 participants from around the world have joined the Stand With Ukraine virtual challenge fundraiser. The 36-mile challenge allowed participants to virtually explore magnificent Kyiv landmarks to honor the city through The Conqueror mobile app.

– Pilot Company, which operates 650 company-operated travel centers in the United States, is raising funds through an in-store sweepstakes campaign for Save the Children, a global humanitarian organization actively working to meet the urgent needs of children and their families in Ukraine and the region. Until April 3, consumers can round most purchases to the nearest whole dollar and donate the extra amount to Save the Children.

— Depositphotos, a Ukraine-based photography platform, has launched the ‘Say No to War’ collection of royalty-free images depicting the conflict and protest rallies around the world against Russian aggression. The company urged media and individuals to use the footage to publicize what is happening in Ukraine.

— AB InBev used its brewery facilities to create 2 million canisters of water to supply to people in need in Ukraine.

Unfortunately, it looks like this conflict will continue for some time. It will be interesting to see how companies respond to this in the months to come.

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