Earlier this year, Daria Chervona, a photo retoucher from Kyiv, was busy trying to raise 78 million Ukrainian hryvnia, about $2 million, for Ukraine’s army, posting daily on social media to urge friends and acquaintances to chip in.
That was a high bar, but after a few weeks she announced she had cleared it, reaching her target.
Each fund-raiser is then highlighted in a social media post with their picture, tapping into civilians’ desire to be recognized as active participants in the war effort.
“They need to be able to tell themselves, ‘I’m doing something, I’m helping,’” Ms. Chervona, 28, said in a recent interview.
“I simply understood that any reasonably active person on Instagram could pull in 50K,” she added, referring to 50,000 Ukrainian hryvnias, about $1,300.
Persons:
Daria Chervona, ”, Instagram, Chervona, ‘, ’, “
Locations:
Kyiv