Russia’s Biggest Companies Join Forces with FMBA to Celebrate National Donor Day

Leading up to national donor day on april 20, a nationwide awareness campaign took place across Russia. In the week starting April 14, 2025, blood donation centers across Russia hosted a series of events to raise awareness about blood, blood component, and bone marrow donation. These events offered the public a chance to attend lectures, take part in tours, join workshops and open discussions with medical professionals, connect with experienced donors, and, most importantly, make their own donations. Participants learned more about the donation process and heard real stories from people whose lives were saved thanks to donors.

The campaign—an initiative of Russia’s Blood Service—brought together businesses, NGOs, student organizations, and the media to spotlight the importance of donation.

The corporate sector showed strong support. Many large companies and corporations organized internal donation drives, where employees not only gave blood but also shared personal stories to inspire colleagues to take part in the movement.

The restaurant chain Vkusno – i tochka also supported donors by offering bonus meal points after donations—another step in promoting blood donation and showing how businesses can meaningfully contribute to social causes.

On April 14, LG hosted its 117th mobile blood drive and marked the launch of a creative online campaign initiated by the FMBA of Russia: #RedColorMood (#Цветнастроениякрасный). Olympic champion, two-time world champion, and three-time European champion in ice dance Roman Kostomarov personally attended to show his support for donors.

Another major event took place at the Civic Chamber of the Russian Federation, where a celebratory mobile blood drive was held. Alongside donating blood, participants joined the Victory Letter campaign, organized by the Victory Volunteers, and tested their knowledge in quizzes marking the 80th anniversary of Victory in World War II.

Elena Stefanyuk, Deputy Chair of the Coordination Council on Blood and Bone Marrow Donation under the Civic Chamber and Director of the National Health Development Foundation, reminded everyone of the nationwide campaign Donor Code: Defenders of the Fatherland. Well-known journalist Alexander Malkevich shared his own experience as a donor, emphasizing that even one drop of blood can change someone’s life.

“We’ve received overwhelming support and partnership offers from nonprofits, universities, and private companies. We deeply appreciate our partners—they genuinely understand the importance of our mission. Our humanitarian goals align perfectly with their sense of corporate responsibility and drive for positive social change. This kind of collaboration strengthens our shared purpose and helps foster a true culture of donation in our country,” said Olga Eikhler, Head of the Blood Service and Emergency Medicine Department at the FMBA of Russia.

The campaign wrapped up with a large-scale digital tribute for National Donor Day. Russ Group, Russia’s largest outdoor advertising operator (part of the Wildberries & Russ group), ran congratulatory videos on digital billboards in major cities and on screens at Vnukovo Airport.

The Ostankino Television Technical Center also joined in the digital celebration.

Thanks to the communications group LBL, a massive congratulatory banner lit up the Moscow House of Books on Arbat Street, one of the capital’s most iconic locations.

This campaign clearly demonstrated how public, private, and nonprofit sectors can work together to create meaningful, life-saving initiatives that truly make a difference.