“The culture of monthly subscriptions in Ukraine is usually associated with entertainment, movie streaming platforms, or music services. We’re the first to try applying this model to humanitarian aid right on city streets,” says Marianna Rudyk, coordinator of the F2F (Face2Face) project at the Ukrainian Red Cross
For years, street fundraising in Ukraine has been associated with shady characters and transparent plastic “collection boxes.” The F2F project completely shatters this stereotype. Its “facers” (information representatives) work in public places but, as a matter of principle, never handle cash. Their goal is to encourage passersby to engage in regular charitable giving through monthly automatic payments.
Today, we’ll explain how this system works from the inside, why the fundraisers carry first-aid kits with them, and how wartime Odesa reacts to them.
A Fundraiser’s Headache: “People Often Confuse Us with the ICRC”
According to coordinator Marianna Rudyk, Ukrainians’ reactions to the offer to sign up for aid “on the spot” are roughly split down the middle: 50% are willing to listen, while the other 50% are skeptical. However, the biggest challenge for project staff isn’t rejection, but confusion over terminology that has arisen due to the full-scale war.
“Most often, people don’t understand the difference between the National Society (Ukrainian Red Cross) and the International Committee of the Red Cross (ICRC),” explains Marianna.
“We have to deal with prejudices regarding the International Committee’s cooperation with Russia. We overcome this solely through education—we show photos from our website, provide information sheets, and explain exactly what tasks we, as Ukrainians, are carrying out here and now.”
This frustration is confirmed by the volunteers themselves, right out on the street, in casual conversations.
“People have heard a lot about the International Red Cross and certain conflicts associated with it, and they project that onto the Ukrainian Red Cross,” shares Maria Listova.
A fundraiser from Odesa says
“We help them change their minds. We show that the Ukrainian Red Cross has nothing to do with politics and only helps the civilian population. After we explain, people often change their perspective.”
No Cash and the “Vibe of Odessa Teams”
The main difference between F2F and the old “collection box” methods is absolute transparency. The volunteers have only tablets with the official website open.
“My name tag clearly says, ‘I don’t accept cash,’” says Maria.
“This is so people can feel more at ease, knowing the funds won’t end up in someone’s pocket. When a subscription is set up, the person enters an email address where they’ll receive official, personalized reports twice a year. But putting money in a donation box and walking away offers no accountability or assurance.”
The funds raised do not remain in the city where they were collected, but are immediately pooled and redirected to where they are most needed in the country right now. For example, to fund free prosthetics for war victims. Meanwhile, Vladislav Plado, the lead fundraiser in Odesa, explains:
“The Red Cross has adapted its projects to meet society’s needs. For example, the Superhumans center provides free prosthetics in Lviv. A similar center is currently opening in Odesa and will open in other cities as well.”
The Odesa team usually works in the busiest locations: in Arcadia, where there are many tourists, or near Duka. They work in shifts of an hour and a half (for a total of a 6-hour workday), constantly gathering together to cheer each other on and relieve the stress of potential negativity.
In addition, the Odessa first responders carry not only their uniforms and tablets on their shoulders but also branded first-aid kits. “It’s kind of an inside vibe among the Odessa teams,” Vladislav smiles.
“People often stop by who need simple help—they’ve rubbed their leg raw or gotten a scratch. We treat the wounds and apply a band-aid. It’s not part of our duties, but we help because we want to and are able to.”
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Who becomes the “face” of the Ukrainian Red Cross on the street?
Working outdoors with hundreds of strangers is a serious psychological challenge. Project coordinator Marianna Rudyk notes that the team selects people with excellent pronunciation, strong communication skills, and high stress tolerance—people who fully share the principles and values of the Ukrainian Red Cross.
For many young people, this serves as the perfect start to their careers. Maria Listova is studying to become a psychologist and is entering her second year of college. She is convinced that working on the street is the best springboard for her future profession.
“I approach absolutely everyone. I don’t judge by appearance or facial expressions, because anyone can have a good heart, regardless of how they look,” says Maria.
Vladislav Plado, who has been working on the project for about half a year, previously had experience with religious organizations, so interacting with people is his passion. He says the organization does everything it can to mitigate the risk of burnout (which is traditionally high in this field). Teams are provided with professional psychological counseling, mental health training, and team-building activities. As a result, the average tenure of a “facer” on a team is 1.5 years.
“It’s a great addition to your resume and counts as official work experience,” says Vladislav.
“We’re given self-defense courses, and they’ve promised first-aid training (teams in Kyiv have already completed them). For fewer hours, you get good pay and tremendous communication experience,” concludes the fundraiser
The Unique Reality of Odesa During the War and a Portrait of a Donor
Despite regular shelling and difficult nights, Odesa, according to fundraisers, remains resilient and ready to help.
“I don’t think anything can affect Odesa,” says Vladislav. “Even after a terrible night, people are exhausted, but they’re still willing to talk, willing to help, and willing to wish you a good day—even if they say no. Every year, the mood in Odesa becomes more and more in tune with the mood of the entire country.”
According to Maria’s observations, the average age of people who sign up for charity on the street ranges from 25 to 40. However, there are no clear boundaries: both 18-year-old teenagers with a well-formed civic stance and people over 50 become “friends of the organization.” The most popular monthly donation amount is 500 hryvnias (the minimum is 400 hryvnias).
The key, as the Facebook campaigners say, is finding the right approach: for some, clear figures and accountability mechanisms are important, while for others, it’s heartfelt, emotional stories. The fundraisers themselves are most inspired by meetings with those who have already received help from the organization—veterans with prosthetic limbs or people who have found loved ones through the Ukrainian Red Cross’s tracing service.
Exclusive Plans and a Philosophy of Empathy
The Face2Face project continues to grow. Today it covers Kyiv and Odesa, but Marianna Rudyk shares her ambitious plans for the future:
“Yes, we plan to launch in Lviv and, possibly, in a few more western regions of Ukraine.”
Ultimately, financial indicators and the number of new subscriptions are just one measure of success. The main mission of “Direct Dialogue” runs much deeper.
“We encourage people to be empathetic,” says Marianna. “Face2Face’s main message is that we become a stronger nation when we help one another within our own country, rather than simply standing with our hands outstretched.”
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We’ve Seen Death – Now It’s Our Time to Live. How the Large-Scale Superhumans Reunion Took Place in Odessa