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  • Laura Wessells

During Times of Crisis, Small Brands Can Make a Big Difference


The incredible show of solidarity for Ukraine by brands in every industry has echoed around the globe. Brands are taking action through messages of support and financial contributions — and they are even sacrificing profits for values by ending or suspending business in Russia.


We primarily hear about big brands and their responses during a crisis. Let us not forget the impact smaller brands can have. Smaller brands are answering the question, “How will my brand take action?” by playing a critical role in community-based relief efforts. From the neighborhood food market to the community-serving nonprofit to the for-profit global business, no brand is too small to step up, show up, and make a positive impact by living their brand at this historic moment.



Over the last several weeks, we have been inspired by three brands in our network who shine more brightly through distinctive and heartfelt efforts to go above and beyond to aid Ukrainian relief efforts. This article is the first in a series to introduce the three brands to you. It is our hope at ShinePR that reading about them will inspire additional relief efforts in the coming weeks.


Adoptions Together — Making a Difference by Focusing on the Needs of Local Ukrainians and Their Families


For 32 years, Adoptions Together has supported children and families formed through adoption, guardianship, foster care, and kinship care with specialized services offered at locations in Maryland, Virginia, and Washington, D.C. Since the crisis in Ukraine began more than a month ago, the organization has held the Ukrainian people in their hearts and prayers.


The Adoptions Together team also recognized the special relationship they have with Ukraine through the children and families the organization serves in the U.S. Adoptions Together has taken action to create specialized programming and ongoing resources for people who live in the U.S. and consider Ukraine or Russian as their homeland, in particular children and teens adopted from Ukraine and Russia, as they have a complex relationship to the war and need compassion and support.


Through a recent free Community Town Hall, Adoptions Together focused on providing families, parents, and caregivers with support and guidance as they navigate the complexities of helping their children process and understand the war in Ukraine. This Town Hall was included in a story from NBC4 Washington about support for children who were adopted from Ukraine. Upcoming programs include a workshop for older teens and young adults who were adopted from Russia and Ukraine as well as a multi-session support group beginning in April for parents of children adopted from these two countries.


To provide ongoing resources and information about how they are responding to the crisis in Ukraine, Adoptions Together established an online resource page that is continually updated and will soon host information about the events listed above as well as an additional Q&A Resource cultivated from questions after the recent Community Town Hall. You can learn more about additional services offered by Adoptions Together here.

Are there Ukrainians in your local community who need your help?


Don’t forget that meaningful aid can come from a brand in the form of caregiving, educational resources, and support groups.

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