“Svoi dlia Svoikh” is Nova Poshta’s internal charity initiative that supports its employees who joined the Armed Forces of Ukraine. Over 4,000 colleagues are now soldiers. While the program regularly collects millions in donations, a new challenge emerged: emotional fatigue, donation shame, and silent dropout. Employees began to feel their small contributions didn’t matter — so many stopped donating altogether. We launched “Donatny Kach” (“Donation Groove”) to bring energy and rhythm back into giving. Not a campaign — a movement. The concept is simple: one coin sets another in motion, and together they create a powerful flow of support. Visually, we built the identity around coins — spinning, rolling, stacking — turning every donation into a small but visible act. No guilt, no pressure — just momentum. To amplify the effect, we: Brought in influencers, including cult rap duo Kurgan i Agregat, who wrote and performed the Donatny Kach anthem Shot a music video to launch the groove Created a Telegram channel for internal communication — voice messages, video circles, shoutouts to donors Built gamified mechanics: payday donation waves, inter-branch battles, daily motivators Visualized everything with bold coin-inspired graphics, motion, and branded merch This was not a public campaign. It lived entirely inside the company — but it sparked emotion, pride, and unity. Donatny Kach reminded everyone: no donation is too small when it’s for your own.