No to Orphanhood! with Shakhtar FC project
Implementation years: 2012-2013
In the early 21st century, the adoption topic was almost a taboo in Ukraine. People felt embarrassed to talk about it, and the very adoption of children from boarding schools or guardianship over them was considered something to be ashamed of. The Rinat Akhmetov Foundation was taking substantial efforts to popularize family-based forms of upbringing, and created a web portal for those who want to become adoptive parents. At some point, the Foundation launched a joint social campaign with Shakhtar FC. In support of nationwide adoption and family values, Shakhtar players were taking the field wearing jerseys with “No to Orphanhood!” inscription, visited boarding institutions, and some of them even adopted children left without parental care! In addition, the football club and certain players bought housing for families with many children.
This social campaign became an important part of the Foundation’s efforts aimed to popularize adoption. As a result of these efforts, 10 thousand happy children found a new family.