“Kraplya do Krapli” – a partnership to preserve life. The leading artesian water brand “Pryrodne Dzherelo” and the pioneer of the blood donor movement in Ukraine “DonorUA” begin long-term cooperation


Blood is something without which the functioning of the human body is impossible. Donor blood, as well as drinking water, is necessary for comprehensive maintenance of vital functions. Emphasizing this connection, “Pryrodne Dzherelo” and “DonorUA” have united in a new social initiative “Kraplya do Krapli” to promote blood donation and save lives.

“DonorUA” project and the brand “Pryrodne Dzherelo” announce the beginning of cooperation aimed at developing the donor movement in Ukraine. In October, a joint long-term project called “Kraplya do Krapli” (“Drop by Drop”) will be launched, aimed at promoting voluntary unpaid donation of blood and its components among Ukrainians. However, you can add your “drop to the ocean of charity” in another way: just by regularly consuming the drinking artesian water “Pryrodne Dzherelo”. From now on, part of the profit from the sale of each bottle of “Pryrodne Dzherelo” will be transferred to the development of blood donation in Ukraine and assistance to those in need of blood. The mechanism of the charity works on the principle of accumulation: the more often the consumer chooses  “Pryrodne Dzherelo”, the more they will participate in the noble cause.

In order to convey the above opinion to the audience, a social ad was made for the advertising campaign on the Internet. The author of the idea is the creative director of New Products Group Oleksandr Stryzhelchyk, and the producer was Stas Gurenko from Red Glass Production. The video emphasized that uniting around important matters can turn any individual efforts of kind-hearted people into a “powerful source of life; an ocean of good”.

Every year, more than 300 000 Ukrainians are in dire need of a blood transfusion. These include mothers with postpartum complications, defenders of our country, people who have received traumatic injuries, as well as patients who have undergone surgery and patients who live with cancer. According to the WHO recommendations, in order to fully meet the need for donated blood and its components in the country, the norms of 33 donations per 1000 people must be met. In Ukraine today there is a shortage – only 12 donations per 1000 people. The decline in blood procurement and blood components to critical levels in recent decades has been due to a steady decline in the number of unpaid volunteer donors. Promotion of blood donation and communication with potential donors were absent at the state level, which provoked a shortage of blood components, or called their quality into question.

The collaboration between “Pryrodne Dzherelo” and “DonorUA” is designed to rehabilitate the culture of voluntary blood donation among Ukrainians. Even those who for some reason cannot become a donor directly will be able to help by simply consuming a certain brand of drinking water. From now on, each bottle of artesian water “Pryrodne Dzherelo” has a special label that informs the buyer about participation in the social project “Kraplya do Krapli” and joining the donor movement.

“Our company steadily and consistently bases its activities on a responsible attitude to product quality and consumer needs. As we grow and gain more and more importance as a powerful Ukrainian manufacturer, we also gain more opportunities to carry out missions related to the general well-being of citizens. Our country has many sensitive and caring people with big hearts, capable of generous deeds. They only need information on where, when and how to help effectively, as well as a little encouragement. So we will give out a bottle of “Pryrodne Dzherelo” water to each donor as a token of our gratitude, and part of the profits from the sales will be transferred to the organization of thematic events, attracting volunteers, purchasing the necessary equipment, and more. After all, we are convinced that wide access from big business to media channels and marketing tools should be aimed not only at increasing profits, but also at much more important things the introduction of radical social change,” said Elena Selyutina, Communications Director of New Products Group, the manufacturer of artesian drinking water “Pryrodne Dzherelo”.

“For many years in a row, the DonorUA team has been developing a culture of free donation on its own, which, unfortunately, is not yet very developed in Ukraine. However, history has repeatedly demonstrated the ability of public activists and private entrepreneurs to unite for great noble deeds. Therefore, it is extremely important for us to enlist the support of a big business who has a strong reputation in the market, wide access to public relations, and a large audience on a national scale. We really appreciate the participation of our partner – the brand “Pryrodne Dzherelo”, and we hope for long-term and fruitful cooperation, the results of which we will be proud of,”  commented on the importance of the event Iryna Slavinska-Ritsner, founder of the project “DonorUA”.

The new project “Kraplya do Krapli” provides for the implementation of a number of information activities and measures to promote the donor movement in Ukraine. These include donation centres and blood type testing, lectures, trainings, conferences and field trips to help inform more people to ensure that blood donation needs are met in a timely manner. To join the initiative, make charitable contributions or proposals for cooperation, you can visit the website https://pd.donor.ua/, or just buy artesian water “Pryrodne Dzherelo” and share the information about this new social project among your friends and family as widely as possible.