Recently, in the lead-up to National Blood Donor Day, a special Kindness Day celebration was held at LG’s Moscow office. The event, organized by LG for the first time in partnership with the MAER media holding, kicked off early in the morning and brought together dozens of employees of these companies with their children, as well as students from several universities, who decided to personally help those in need of donated blood. Moreover, for LG, this was already the 120th anniversary of Blood Donor Day.
Among the young people participating in the “Donor Code. Unity of the Peoples of Russia” campaign were students from the Russian State University for the Humanities, the State University of Management, and the Plekhanov Russian University of Economics, as well as high school students from the Moscow School in Nekrasovka, led by their director and Moscow City Duma deputy Maya Bulaeva. Thus, people of completely different professions and interests united in one place to help those in need.
By the way, the donor campaign is also distinguished by its creative component. Artists of object design, national costume, and historical meanings also joined in. Thus, under the auspices of the large-scale project “Made in Russia Expo” by its author, Anna Muravina, a world-renowned interior designer, educator, and co-organizer of the exhibition of the same name, residents of this project joined the donation drive: artist Hamlet Gukasyan, member of the Union of Artists and the DKPI of Russia, and designer clothing brand “Berta Muzis” by Lana Losaberidze.
The maestro’s painting, weaving the symbolism of the year into a vibrant folk narrative, demonstrates the full depth of the campaign’s meaning. In the painting “Three Hearts – One Soul. Rowan Wreath of Unity,” girls twirl in a dance, representing different peoples from central, southern, and northeastern Russia, united by a wreath of rowan berries. These flaming clusters have become yet another symbol of donation, as each scarlet berry is a metaphor for a precious drop of blood donated by a donor. Since ancient times, the rowan tree has symbolized folk talisman and resilience, and the bright berries on its branches, even in the harshest winter, demonstrate the vitality and salvation of birds. The artist’s creativity and good deeds were continued by the women’s clothing brand “Berta Muzis,” adding vibrant colors to the event and showcasing the “Rowan” and “Gzhel Winter” collections on donors, which resonated so well with this year’s main theme.
