How can an event become a force for real change? Through The Long Game for Peace, LIWLIG created a charity event for Ukraine that combined engagement, experiences and tangible support, with long-term impact at its core.
The process
When the war in Ukraine broke out in 2022, conditions changed overnight. Nathalia Chizova, founder of the event agency Plombir, quickly transformed the business and launched the volunteer organization Volunteer 100 to support civilians, military personnel and the injured.
Drawing on their background in events, they used their expertise in logistics, operations and communication to help people escape, deliver supplies and provide support near the front line.
When they reached out to event agencies across Europe, contact was established with LIWLIG. It became the starting point for a shared mission: to use our expertise to contribute where the need was greatest.
To create engagement and mobilize support, we developed the fundraising initiative The Long Game for Peace – a charity event for Ukraine focused on long-term participation and impact.
Through sports-based activities such as padel, football and tennis tournaments, clients and partners were invited to take part, contribute and share meaningful experiences together. The initiative was carried out across the Nordics as a joint activation within LIWLIG Group.
The goal was not only to maximize fundraising, but also to create awareness and engagement around the situation in Ukraine, while ensuring that the funds raised could be transformed into tangible support.
The donations were used to deliver food, medicine and essential supplies, as well as fund rehabilitation efforts for evacuated families, providing both children and adults with access to psychological support.
To ensure transparency and understanding, our colleague Emelina Lindberg traveled to Ukraine to meet the team behind Volunteer 100. The visit provided direct insight into how the initiatives were making a difference, and what support is still needed moving forward.
Through The Long Game for Peace, we created a charity event for Ukraine that resulted in tangible support on the ground.
More than one million SEK was raised and used to deliver life-saving resources and support initiatives. At the same time, we demonstrated that organizations like Volunteer 100 are not alone in their efforts.
The initiative engaged clients, partners and employees across the Nordics, creating a strong sense of purpose, pride and community. It strengthened internal relationships, built new collaborations and amplified an important message across both social and industry channels.
Above all, the project demonstrated how an event can be more than an experience, it can be a strategic force for real change.
