On the World AIDS Day, the company VOLIA, UNICEF and the ANTIAIDS Foundation will hold a joint social event entitled "Red Ribbon"

"We invited the two most prominent organizations in Ukraine that are actively involved in the fight against AIDS and efforts to support HIV-positive people, and together with their help we’ve collected the best social media products on this topic made in Ukraine. The main message of these videos has not diminished in importance, notwithstanding the war and economic challenges currently faced by our society. Our campaign is designed for people of all ages, both for those who are anonymous and those who are known and respected among young people. With this initiative we wish to expand the circle of awareness of people who know about the issue and are ready to address it", – stated the marketing director at VOLIA, Victoria Tsomaia.

The movie "Embrace me" was filmed by the famous Ukrainian director Liubomyr Kobylchuk in partnership with the UNICEF for the project "Staying Alive: Ignite" on the MTV channel. The story unfolds in Kiev and many viewers will be able to relate to Liubomyr’s characters. The project was also supported by such celebrities as stylist Olga Navrotskaya, singer Kasha Saltsova, anchorman Yanina Sokolova and boxer Vladimir Virchys.

"Only 28% of young people in Ukraine can correctly identify the methods of HIV transmission, and the number of those who have been tested for HIV infection is only 10%. Furthermore, amongst boys the number is half that of similar age girls. Lack of information and motivation to be tested are the main barriers we have to overcome", – underscores the project manager of UNICEF Ukraine on HIV/AIDS among youth, Elena Sakovich.

During the first 11 years of operation, the Elena Pinchuk ANTIAIDS Foundation has created more than 20 social media ads, dedicated to the fight against AIDS. Many famous Ukrainian and foreign directors, top creative agencies and production studios, popular personalities, and representatives of various directions of youth culture have participated in their creation.

"From the onset, conducting information campaigns was one of the main activities for HIV/AIDS prevention in Ukraine. Therefore, it is important for us that all materials created during these years find a new audience, thanks to new technologies in television broadcasting. Running social media advertising on HD TV-channels enables us to achieve the maximum image quality and increase the message impact for our target audience – youth. By delivering these important messages we will be able to make their lives more secure and safe", – emphasizes the director of Elena Pinchuk ANTIAIDS Foundation, Olga Rudneva.

For more detailed information on this initiative please contact Pavel Piminov, Communications Director of the Elena Pinchuk ANTIAIDS Foundation: +380 44 490 4805, [email protected].

PR Department of the VOLIA company: +380 44 364 9470, [email protected].