The Challenge: Criticism towards public highlights of charity and unsure attitude of charity funds in Ukraine. The Insight: People like it when their good deeds are recognized by others and they hate it, when their intentions are misunderstood. The Idea: We created a way for a socially responsible person to show off and preserve his image as noble, as his intensions. Realization: We gathered 400 000 hryvnas for fund`s needs, reached 20 000 000 coverage.