The SOVA x FROLOV campaign supporting the Children of Heroes has been recognized as the best social marketing project in retail

The SOVA x FROLOV charity campaign, aimed at supporting children who have lost one or both parents due to the war, has won in the “Best Social Marketing Project in Retail 2024” category.

The award was presented as part of the third annual “Best Marketing  

Projects in Shopping Centers and Retail” awards recognize the most successful and creative initiatives in the commercial real estate and retail sectors. This award confirms not only the creative approach to the project’s implementation but also its significant social component—assisting the beneficiaries of the “Children of Heroes” Charity Fund.

The primary goal of this charitable project was to support the psychological well-being of children who have lost their loved ones. Thanks to the joint efforts of the Fund and the SOVA x FROLOV brands, funds were raised and several crucial initiatives were implemented, which significantly improved the children’s psycho-emotional state, restoring their sense of stability and emotional balance.

As part of the campaign, an art therapy session was also held for the Fund’s beneficiaries, organized in collaboration with a psychologist. During the meeting, the children expressed their feelings through creativity, creating touching paintings. These works became the basis of a charity auction by SOVA, which also helped to draw attention to the topic of psychological recovery for the Children of Heroes.

Participation in the project was an important opportunity for the children to share their emotions and experiences. The initiative of the SOVA and FROLOV brands is a vivid example of how socially responsible businesses can change destinies, giving hope and support to those who need it most.