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International Recognition: The Rinat Akhmetov Foundation Received a Prestigious Award in London


The Rinat Akhmetov Foundation has become one of the winners of the prestigious European Digital Impact Awards. The Award was established by a sectoral publication Communicate magazine to recognize the best corporate digital communication projects in Europe. The winners of the past years include Vodafone, Adidas, Google, Pfizer, Unilever, Coca-Cola Foundation, Saints Foundation, Deutsche Bank and others.

At the awards ceremony in London, the Rinat Akhmetov Foundation’s projects were acknowledged in as many as five categories. In particular, project Fighting Covid-19 in Ukraine won gold in the category Best digital communications during Covid-19.

‘When Ukraine faced the coronavirus pandemic, Rinat Akhmetov was the first to come to the rescue. He pooled together the resources of the Foundation and companies of SCM Group and allocated about UAH 500 million to the fight against the coronavirus in the framework of the project Fighting COVID-19 in Ukraine. In the shortest possible time, hub hospitals across the country received 218 lung ventilators, more than 300,000 rapid COVID-19 tests, more than 200,000 units of personal protective equipment and consumables, and 159 oxygen concentrators. In total, more than 500 healthcare facilities in different regions received assistance from the Foundation. In addition to direct aid to hospitals, the Foundation launched educational and awareness-raising activities in the framework of the project. The Rinat Akhmetov Foundation trained Ukrainian teachers, who first faced the need for online teaching, to work with online services. It also helped Ukrainian doctors from public hub hospitals learn the latest methods of coronavirus treatment and some finer aspects in operating the latest models of lung ventilators. The Foundation is successfully countering the spread of fake facts and myths about the coronavirus, providing an opportunity for any resident of Ukraine to ask a question to the country’s best doctors during live broadcasts. Our huge communication effort in the fight against COVID-19 in Ukraine is not only valuable, but has been recognized as the best one by a major European award!’ said Iryna Blazhan, Project and Program Chief Director of the Foundation.

The educational online series Digital Physical Education Lessons by the Rinat Akhmetov Foundation won two gold awards at once in the following categories:

Best digital communication as part of an integrated campaign, and

Best use of digital for sports, travel, leisure and tourism.

The series also received two silver awards in the categories Best use of digital by Charity, NGO or NFP and Best use of digital in Education.
‘The project Fighting COVID-19 in Ukraine included a set of digital campaigns that helped the Ukrainian society cope with the challenges posed by the pandemic. The most successful one was the online series Digital Physical Education Lessons created jointly with the Ministry of Digital Transformation of Ukraine and FC Shakhtar. It is a course of online physical education lessons unique for Ukraine. In order to reach out to the hearts and minds of schoolchildren, we chose a really unconventional approach – we invited a truly “stellar team”. Those are world football stars Andriy Pyatov and Serhiy Kryvtsov, as well as popular Ukrainian showmen Oleh Maslyuk and Yevhen Yanovych. I am sure that no other motivational project can boast of such a stellar cast. The football players showed children how to do physical exercises properly, and the comedians how not to do them.’ explained Iryna Blazhan.

As was reported earlier, the Rinat Akhmetov Foundation became a winner in two categories of the international competition IPRA Golden World Awards. It was established in 1990 by the International Public Relations Association (IPRA) and rates the best communication projects in terms of their creativity, quality of strategy and results achieved. The educational series Digital Physical Education Lessons created by the Foundation won in the Sport and NGO Campaign categories.

The audience of the series on the Foundation’s digital platforms and on national television amounted to more than five million people. And the total audience taking into account users of Diia digital platform and the airtime on 20 national TV channels numbers at least 26 million people.
All episodes of the series Digital Physical Education Lessons are available on the Rinat Akhmetov Foundation’s Facebook page and on its YouTube channel.