Brands should stand for something. Not just what they sell, but the values they represent. And as part of the Brand Protection world, we know that more than most.

That’s why last year on Monday, May 20th, 2024, BrandShelter was proud to be a sponsor of the Brand Action benefit event in Atlanta – an initiative from INTA (the International Trademark Association) dedicated to raising funds for those impacted by the war in Ukraine. Organised by Brand Action, this event brought together companies and individuals from the Intellectual Property and Brand Protection industry that are committed to making a tangible difference. While the gloriously sunny event also supported World Central Kitchen, we at BrandShelter focused our efforts on the work of BEforUkraine, a Belgian non-profit dedicated to aiding Ukrainian civilians. 

About BEforUkraine 

Founded in March 2022, BEforUkraine initially assisted Ukrainian refugees – particularly women and children – relocating them safely to host families in Belgium. Then, as the war and needs evolved, BEforUkraine shifted to delivering critical supplies, such as generators, refrigerated trucks, ambulances, rescue stretchers, and buses to the Ukraine. These resources not only help sustain communities but also ensure children continue their education amid the disruptions of war.  

Turning Funds into Lifesaving Support 

Thanks to the generosity of sponsors and supporters at the Atlanta event, Brand Action was able to donate two ambulances through BEforUkraine. In the autumn, Brand Action’s representatives and supporters were part of a team of twelve volunteers, who persona drove the six ambulances on a three-day journey from Belgium, across Europe and into Lviv in Ukraine. This delivery brought the total number of delivered vehicles donated by BEforUkraine to over 100, each one a vital lifeline on the front lines. 

A Life-Changing Journey 

Paulina Rius, representing Brand Action, described the three-day journey from Vilvoorde to Lviv as an emotional and transformative experience. The team covered hundreds of kilometres and arrived in Lviv to heartfelt gratitude from local residents. Witnessing the contrasts, including families enjoying a Sunday in the park just metres away from areas recently struck by missiles, served as a powerful reminder of the complex and harsh realities that Ukrainian civilians face daily. 

“It’s not just an ambulance; it’s a way to save lives,” shared the Brand Action team. Their convoy passed through European landscapes to deliver hope on the other side. The spirit of international cooperation and shared humanity forged a bond among volunteers who, though strangers at the start, ended their journey as a family united by compassion and purpose. 

Moving Forward 

Our sponsorship and involvement underscore BrandShelter’s belief in supporting communities beyond our own borders. It was proof that not only do we believe our clients brands matter, ours does too. And that these brands can be engines for hope and change. We firmly stand behind BEforUkraine’s mission to enable Ukrainians to determine their own destiny. As Paulina and the volunteers discovered, when people come together, no challenge is insurmountable. 

We encourage others to consider supporting these efforts, perhaps by sponsoring an ambulance or joining a future delivery convoy. Together, we can continue to raise awareness, provide aid, and foster a global network of caring individuals determined to leave this world a better place. 

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