Famous Ukrainian writer and poet Serhiy Zhadan has taken part in an unusual charitable initiative that combines literature, business, and frontline support. The project was created through a collaboration between energy company YASNO and the MOVA brand, with its main goal being fundraising for the 2nd Corps of the National Guard of Ukraine 'Khartia'. As part of the campaign, a limited edition matcha-based energy drink called MOVA SVITLA was released, attracting public attention not only for its format but also for its deep social subtext.
Project Essence and Poetic Puzzle
The main highlight of the lineup is Serhiy Zhadan's new poem, which has been divided into four parts. Each fragment of the poetic work is printed on a separate can of the energy drink. To read the entire poem, customers need to collect all four cans and arrange them in the correct sequence. This interactive format allows buyers not just to enjoy the product, but to become part of a unique literary game, drawing maximum audience interest to the charitable component.
A Dedication to Those Who Keep the Light
According to Serhiy Zhadan himself, this piece was written specifically for the campaign and is dedicated to people who daily support life in the rear and on the front lines amid a full-scale war. The poet noted the hard work of energy workers, volunteers, medical staff, rescuers, and military personnel. The writer emphasized that in these turbulent times, it is especially important to preserve inner energy and share light with each other, while the unusual format of publishing poetry on cans became a way to express sincere gratitude to courageous Ukrainians.
Financial Support and Charitable Goal
The organizers approached the implementation with clear practical benefits for the frontline. According to official data, from every sold can of the limited-edition energy drink, 12 hryvnias will be channeled toward purchasing critical communication equipment for the fighters of the 2nd Corps of the NGU 'Khartia'. YASNO CEO Serhiy Kovalenko noted the importance of uniting business and cultural figures to help defenders, while MOVA representatives highlighted the unique opportunity to transform the modern Ukrainian word into real and tangible support for the armed forces.
