HeartBeat Ukraine
The Heartbeat for Ukraine campaign, co-founded by Emilio Bastón and Ivanka Marchenko, is a humanitarian initiative under the Global Gift Foundation that provides immediate relief to Ukrainian citizens affected by the ongoing crisis as a result of the war. This initiative has played a crucial role in delivering aid to vulnerable communities, including those impacted in Bucha, as well as supporting an orphanage and a distribution center that provides essential supplies to displaced families.
The campaign was co-developed by Bastón, Marchenko, and the Global Gift Foundation, from building the cause marketing effort to developing social media engagement strategies, ensuring the initiative gained widespread visibility and impact. Their hands-on involvement extended to every aspect of the campaign, including the booking of Nicky Jam and other attending celebrities, all strategically aligned to amplify the cause and maximize fundraising efforts. Their dedication to crafting a global awareness campaign helped drive donations and raise the profile of Heartbeat for Ukraine among key philanthropists and influencers. The goal was to provide rapid assistance, ensuring that aid reaches those who need it most without bureaucratic delays. The initiative has worked closely with volunteers, organizations, and local networks to maximize its impact in war-affected areas
To further its mission, the campaign benefited from a high-profile live auction at the Gala held in Cannes during the prestigious film festival. Featuring an NFT created by Florian Picasso, the grandson of Pablo Picasso, the art was auctioned to raise significant funds, adding thousands of dollars to the overall pledges dedicated to the humanitarian relief efforts in Ukraine. Several notable figures lent their voices to support Heartbeat for Ukraine. Among them were Nicky Jam, who delivered a performance, French singer Kendji Girac and Rebecca, winner of The Voice Kids France, who captivated the audience with their performances. Eva Longoria, Alejandro Nones, Amaury Nolasco, Natalia Barulich and Michelle Salas also joined the cause, highlighting the power of collective action in providing critical humanitarian aid.
