“Warmblooded” is a joint initiative of FUIB and Mastercard, created to inspire Ukrainians to become blood donors
Good deeds warm the hearts not only of those to whom they are addressed, but also of those who do them. And it is possible that in the second case the “warming” effect may be even stronger and deeper.
“Feel your warm blood and share it” is offered by the Warm-Blooded project from FUIB and Mastercard, implemented jointly with DonorUA and the NGO “Blood Agents”. This is a mobile donor hub for comfortable and safe blood donation, which will travel across Ukraine and popularize the culture of donation.
The hub's first stop was Kontraktova Square in Kyiv. From August 22 to 24, anyone who wanted to, after prior registration, could donate blood for wounded defenders and civilians.
The donation was attended by honorary donors, recipients, paramedics, media representatives, and star guests, including Honorary Donor Yuriy Osochenko, actors Nazar Grabar and Antonina Khyzhnyak, comedian Mark Kutsevalov, influencer Andriy Cherepuschak (Halytska diva), photographer Konstantin Liberov, fitness trainer Marina Borzhemska, and others.
The final figures are impressive: 172 donors donated 77.4 liters of blood — enough to potentially save 516 lives. Also, 182 visitors to the hub determined their blood type, which is especially important during war, as this knowledge can save lives at a critical moment.
How the hub works
On the second floor of the bus, there is a modern blood donation station: after registration, potential donors undergo laboratory tests and receive a doctor's consultation. Everything takes place in a friendly atmosphere, accompanied by a professional medical team.
In the near future, the first floor will become an educational space where visitors will be able to learn more about donation. Thanks to this format, “Warmblooded” will contribute to the development and popularization of the culture of donation in Ukraine.
What the project's ideologists say
The idea of the project is inspiring and absolutely motivating. To better experience the project and delve into its backstage, the ELLE.UA editorial team spoke with the organizers of the social initiative. We spoke with Natalia Baidala, Marketing Director of Mastercard in Ukraine and Moldova, Ksenia Sikorska, Marketing Director of FUIB, and Alena Koshuk, Group Account Director of the Adsapience advertising agency (the project was created jointly with the agency).
Direct speech by Natalia Baidala:
“At Mastercard, we believe that by joining forces, we can always create something more – to help those who need it most. We are happy to implement projects with partners that truly change people's lives. And that is exactly what our joint project with FUIB is called “Warm-Blooded”, which is designed to popularize the culture of donation and make the process of donating blood friendly and truly warm.
We believe that such a project is critically important, because the need for donor blood is higher today than ever.
We are grateful to everyone who has already joined the initiative and visited our mobile donor hub. These are the actions that save lives and once again demonstrate the powerful power of Ukrainians uniting for the sake of help.”
Direct speech by Ksenia Sikorska:
“FUIB entered the territory of donation in 2022, when with the full-scale war the demand for it increased significantly. Everything turned out very harmoniously, and here there is even a certain analogy: if donation is about the circulatory system of the body, then the bank is about the functioning of the financial flows of the state. In addition, the color of FUIB is red, so the match took place almost immediately.
There are many barriers to donation, as it can seem complicated, time-consuming, and bureaucratic, so we strive to simplify all processes as much as possible. So that a person, apart from online registration and taking into account the requirements that should be considered during preparation, does not have to worry about anything else and feels comfortable during donation.
We have also set ourselves a more global task – to develop and popularize the culture of donation, so that in Ukraine, as in European countries, this eventually becomes an absolute norm. Our employees also want to be ambassadors of this initiative, it is important for them. Our CEO (Chairman of the Board of FUIB Serhiy Chernenko. — Ed.) also donates blood, demonstrating by his example that this is what we really believe in and what we do from the heart.
Ukraine seeks peace, but given all the circumstances, we, like Israel, must be ready always and for anything. Part of this readiness is the understanding that donation is the same weapon that we all must take up if necessary. And now is the time.”
Direct speech by Alena Koshuk:
“It all started with a joint project with FUIB – charity merchandise and the “We Are of One Blood” project, through which we donated to deliver blood to hot spots and constantly support the provision of tactical medicine to the NGO “Blood Agents”, as well as equipment for hospital paramedics. For Adsapience, this is not just a project – it is a real mission.
Over time, the idea has grown into a multi-sensory movement that debunks the myths and fears surrounding blood donation that keep people from donating blood. This is especially important during times of war, when blood donation is a vital necessity.
To make the process open and comfortable, together with our partners we created a mobile hub “Warmblooded”, which is not at all like a hospital: doctors in bright red T-shirts, a warm atmosphere and a friendly mood. Thorough instruction and comfortable cooperation with doctors help to establish real contact with donors and give them a positive experience.
For the Adsapience team, this is not just a campaign — it is the heart and soul that we put into every step to make donation a part of the culture of Ukraine.”
What's next?
The mobile donor hub “Teplokrovni” is setting off on a journey. The next stop is Kyiv, you can register for a donation on September 6 and September 7. The schedule of stops will be constantly updated on the website teplokrovni.com.ua.
For those who want to support the initiative but cannot donate blood, FUIB and Mastercard have prepared a limited line of “Warmblood” merchandise as part of the “We Are of One Blood” project. 50% of the proceeds from the sale of the merchandise will be transferred to the NGO “Blood Agents” for the purchase of tactical medicine supplies.
