Challenge

At least 50,000 Ukrainians need rehabilitation and prosthetics. One in three of them has injuries to the face and head. The face is the foundation of our identity and individuality, and after sustaining such injuries, people often withdraw — both from themselves and from society. To help patients at Superhumans be themselves again, PrivartBank and Mastercard created the project “The Face of Humanity” to raise funds for reconstructive surgery and rehabilitation.

The new fundraising wave aimed to provide an opportunity to show humanity and raise more funds to support the recovery of the center’s patients.

Idea

We started talking not about pain, but about strength.

To make people with facial injuries visible, society must not look away but accept their new appearance as part of their strength. This is how the idea of speaking not about pain, but about strength was born — because every person is unique and beautiful. And their scars are symbols of courage, not shame. This inspired us to create a video manifesto based on Vasyl Symonenko’s poem “Do You Know That You Are Human?”. Its powerful lines became the symbol of the campaign, reminding us that every face is unique. In support of the project, the video was voiced by Serhii Zhadan and Sasha Koltsova, and the initiative was supported pro bono by 14 well-known Ukrainian bloggers.

Credits
& Outcome

400 тис.+ органічних переглядів у соцмережах
Збір триває

Chief Creative Officer: Olga Mykhalets
Art Director: Olena Horobets
Creative Copywriter: Daria Tarasevich
Designer: Oleksandra Bosa
PR Manager: Sofiia Mazur, Dariia Hrytsak
Head of Communication: Mariia Kasatkina
DOP: Illia Rieznikov
Project Manager: Olha Kramarenko
Gaffer: Tymofii Herashchenko
Focus Puller / 1AC: Yevhen Borysenko
Photographer: Andrii Koren
Style: Iryna Tiulkina
MUA: Diana Koval
Editor: Yehor Kadomtsev
Sound Producer: Ihor Bondarenko
Rental: Yura Selezniov
Voiced by: Serhii Zhadan, Sasha Koltsova