The original Russian campaign title, «Подарок от:важных людей», translates roughly as “Gift from Brave People” while carrying a second meaning, “A Gift from People Who Matter.” The idea began with a Russian wordplay: «отважных» (brave) becomes «от:важных» — a gift from brave people, and a gift for people who matter. I came up with the original thought years before the foundation’s later executions.

The Podari Zhizn Foundation subsequently developed and ran the fundraising campaign with its partners. Public coverage credits Better and Game People on the updated campaign. I am not claiming authorship of their executions, fundraising operations, or the fundraising outcome.

Across four year-end editions, 2022–2025, the foundation reported raising a total of ₽71,690,990. This is the foundation’s reported fundraising total, not a measured effect of my early idea.

I have few illusions about the direct effect of creative on campaign performance. What matters to me is that the original thought survived almost intact and lived for years.