The crisis of 2022 became a challenge for Russian NPOs, but it also influenced people’s motivation to get involved in charity: as it was impossible to change external factors, volunteers focused on helping specific people. The association of 7 Russian charitable foundations develops mentor programs for young mentees from orphanages. But mentor programs are not very popular compared to other initiatives — not many people are aware of this opportunity. Moreover, the program entails long-term cooperation with a mentee (at least one year), so mentors are hard to find. Goal of the project: To tell the wide audience about mentorship and attract as many conscious people as possible – people who don’t fear challenges and are responsible enough to continue after training. Idea and implementation: Valued adults for valued children: everyone needs an adult to find their place in life. – We united the association of foundations and created a full-fledged brand - ZNACHIM (VALUED). We developed the identity with the key element — hand drawn letter “Ч” as a symbol of humanity. – We launched a digital platform with detailed information about the association, the mentor program, successful cases and a questionnaire to become a mentor. – For the Volunteer Day on December 5 we put up stickers in public spaces in Moscow. The stickers displayed appeals on behalf of teenagers from orphanages – phrases such as “Without a mentor, I’m afraid to face the world”, “Without a mentor, I’m afraid to ask for help” and others. All scenarios were based on real life. The QR code on the stickers led to the website ZNACHIM. – We placed cards about the project on social media pages of the agency and the foundations and sent press articles to the media. Results: We managed to double the number of applications for mentorship compared to the average number received by foundations — we received 280 applications. Already, almost 180 teenagers connected with their personal mentors — this is the usual result of 7 foundations working for 6 months, but we were able to achieve it with a single project, less than 300K roubles and an initiative of several employees of a small agency. – The project was covered by more than 20 media outlets and 10 big Telegram channels. All materials were placed free-of-charge, with the PR value of 4 800 000 roubles. – During the first months of the project, the website was visited by at least 15 thousand unique users. “Stories from mentors” was the most frequently visited section, which means that we hit the target.