14 April, 2011 23:32

The Elena Pinchuk ANTIAIDS Foundation and Kozyrna Karta Restaurant Network are starting the project "We are - what we put on!"

Starting from April 14, the waiters of fifteen Kiev restaurants and nightclubs will wear special T-shirts to promote Safe Sex from the collection "We are - what we put on!" for a week period. The goal of the action co-organized by the Elena Pinchuk ANTIAIDS Foundation and Kozyrna Karta Restaurant Family is to remind about importance to protect from HIV/AIDS. Ones can buy any T-shirt straight at the restaurant or at the www.fashion-aid.in.ua site. All funds raised will be directed to supply Ukrainian hospitals with expendables needed for operations.
The Elena Pinchuk ANTIAIDS Foundation and Kozyrna Karta Restaurant Network are starting the project "We are - what we put on!" / Elena Pinchuk Foundation

The action organizers plan to involve the restaurant visitors in this project - everyone may come up with the idea of his own T-shirt on save sex topic during the lunch or while having a cup of coffee. The wittiest T-shirts of the customers will become part of  "We are - what we put on!" collection.

For designing your own T-shirt it is enough to ask the waiter for a special sheet of paper, draw the image and leave contact details.

The action partners are – EventBrand creative agency that designed T-shirt line "Who are you?" and "Kupecheskiy dom" company that supplied condomats at the Kozyrna Karta restaurants.

"By launching this campaign, we would like to emphasize once again that regardless of the social status and income level we are all in the risk zone. The survival rules in the era of AIDS epidemic are the same - for the students and businessmen. Joining the movement for save sex everybody gets the opportunity not only to protect himself and his closest people but also to provide assistance to someone he does not know. Because all the means raised from the sale of the joint T-shirt collection will be directed to ten medical institutions to protect doctors and patients," stated Olga Rudneva, Director of the Elena Pinchuk ANTIAIDS Foundation.

"Creating the T-shirt line/collection "Who are you?" for this action, we have divided the young customers of the Kozyrna Karta in target life style groups and came up with relatively ironic and creative slogan based on their values and interests. It is not excluded that specially for the stars who often attend the Kozyrna Karta restaurants we will prepare individual T-shirts", said Yevgeniy Georgiev, creative director of the EventBrand Agency.

The funds raised during this action, will be directed for purchasing expendables and protection equipment (medical gloves, safety glasses, disposable lab coats) for ten hospitals and childcare institutions where patients with HIV/AIDS, hepatitis B or C are treated.

The list of the medical institutions participating in the project: Kiev city clinical hospital for children #1, Scientific-practical children’s cardiac centre, Kiev city tuberculosis hospital #1, Kiev city department of the All-Ukrainian Network of PLWH, Regional specialized orphanage in Makeevka, Dnepropetrovsk Orphanage № 2, Donetsk Regional centre of preventing and fighting AIDS, Odessa city centre of preventing and fighting HIV/AIDS, Prof. E.G. Popokova Dnepropetrovsk city clinical hospital № 21, Institute of epidemiology and infectious diseases of L.V. Gromashevsky of Academy of medical sciences of Ukraine.

The campaign is held in the following restaurants: Kazbek, Dejavu, Da Vinci Fish Club, Kuvshin, Non Stop, Murakami Maserati, Murakami Parus, Bocconcino, Kondyterska, Godzilla, Spotykach, Crepe de Chine, Tyubeteyka in Tarasivska, Mambo, Kalinka-Malinka.

Promotional PSA creative team: Director - Svetlana Savchenko, DoP - Eugene Adamenko, Producer - Maria Pavlichuk.

For detailed information, please, contact Pavel Piminov, Communications Director, Elena Pinchuk ANTIAIDS Foundation on e-mail: P.Piminov@antiaids.org. Contact phone number: +38 (044) 490 4805.

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Фонд Елены Пинчук «АНТИСПИД»
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