In 2022, donations to the Podari Zhizn Foundation fell by 40% compared to 2021 (the Foundation helps children and young adults under 25 with oncological and hematological diseases). It has become more difficult for Russians to support NPOs: donate money and blood, get involved in volunteer work. It was caused by the general social and political tension and the decline in the standard of living. This context can be described in three words: tension, fear, uncertainty. Goal of the campaign: To return the interest of the audience in charity in the turbulent environment of 2022. Idea: We launched a social campaign “Love Is Within My Power”. To love means to help, to donate blood, to be near, to support, to share and to inspire. Stage I: Information campaign to attract potential philanthropists, donors and volunteers. For this purpose, we created a digital platform of the project, where we explained how to help the Foundation and shared stories from its friends — celebrities as well as ordinary people. For more reach, we put up outdoor advertising in Moscow, Saint Petersburg and Krasnoyarsk. Stage II: For the Foundation's birthday on November 26, we released a collection of merchandise from "Podari Zhizn" — we wanted our merch to unite people involved in charity and become a full-fledged promotional medium (to create merch, we collaborated with the brand "Smerch"). We also partnered with major celebrities and bloggers who promoted the merchandise for free. Results: Thanks to a well-designed communication strategy, power of the big idea and collaborating with opinion leaders, the campaign inspired people from all walks of life in these difficult times. – We sold 1500 hoodies and T-shirts — the entire stock. All profits went to charity programs of the Foundation. – The project was supported by famous ambassadors of the foundation, free of charge: Manizha, Yolka, Irina Starshenbaum, Rinal Mukhametov, Kirill Safonov, Philip Avdeev, Mark Tishman. Other celebrities also participated to support the project: Igor Vernik, Nikita Efremov, Kirill Serebrennikov, Yura Borisov, Guzel Yakhina, Elizaveta Boyarskaya, Yulia Peresild, Ida Galich and others. Over 30 personalities with an average number of 500+ thousand followers. – The project was covered by large media: Afisha Daily, Buro 24/7, RBC Style, Forbes, Philanthropist, ASI, OK Magazine – PR value of 2.5+ million rubles. – The project’s website was visited by 12.5 thousand people in 2 months. The Foundation’s social media accounts grew by almost 30% with new followers. – About 15M reach in digital, including support by ambassadors, media articles, UGC and foundation activity on social media. – OTS of outdoor advertising in Moscow, Saint Petersburg and Krasnoyarsk – over 220M. “Love Is Within My Power” was a campaign that united different people with similar values.