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From December 4, 2022, to the 300th anniversary of the birth of the thinker Hryhoriy Skovoroda, the Ministry of Culture and Information Policy, the State Agency of Ukraine for Arts and Art Education together with the ATB chain of stores (ATB-MARKET LLP) are launching a joint project within national campaign "Svit Skovoroda". The task of the campaign is to convey the multifaceted image of Hryhoriy Skovoroda, to move away from his stereotypical perception as only a "philosopher with a bag" and to involve Ukrainians in a new understanding of his legacy. This year, the date of the anniversary of the outstanding Ukrainian was included in the list of UNESCO anniversary dates for 2022.
"It is nice to note that not only state and cultural institutions, but also business representatives, who understand the weight and importance of Ukrainian culture for today's society, joined the celebration of this year's anniversary of the outstanding Ukrainian philosopher and writer. Such support provides a powerful impetus to the formation of a single integrated cultural sphere in our society in the future, when absolutely all areas of activity will be engaged in education, because it will become a necessary component for the successful development of our country".
Halyna Hryhorenko, Deputy Minister of Culture and Information Policy of Ukraine
For two weeks, all visitors and customers of the ATB chain of stores will be able to join in the celebration of the 300th anniversary of the birth of Hryhoriy Skovoroda. During a visit to any store of the network, all customers can listen to several audio stories by Hryhoriy Skovoroda, voiced by an actor of the National Theater named after Ivan Franko Vitalіy Azhnov, as well as with every purchase to receive a check with a personal quote from the Ukrainian philosopher and thinker.
"It's time for us to engrave one simple concept in ourselves – we are inseparable from our history, culture and art. The more society will know about outstanding Ukrainian figures, the better it will feel its connection with this country, and understand the processes that contributed to the formation and establishment of Ukrainian consciousness and the nation".
Olga Rossoshanska, Acting Head of the State Agency of Ukraine for Arts and Art Education
"This is not the first cultural and educational project that our company supports and implements as a socially responsible and patriotic business. At one time, we implemented a number of projects in this direction in our network, which always received the maximum response from our customers. But this project is special. And not only because it takes place in such difficult and trying times for our country. And also because it is precisely through such projects, through our awareness of the national cultural heritage, that we really shape the successful, prosperous and cultural future of our nation and country".
Borys Markov, Chairman of the Board of Directors, CEO of ATB Corporation
The identity of the national project "The World of Skovoroda" was developed by the winner of the MCIP art competition – Postmen communication agency in partnership with literary critic Yevhenii Stasinevich. The brand book of the project is available on the website of the Ministry of Education and Culture and State Arts for use by public and private initiatives dedicated to the 300th anniversary of the philosopher.
Reference
The Ministry of Culture and Information Policy of Ukraine (MCIP) is the central body of the executive power, whose activities are directed and coordinated by the Cabinet of Ministers of Ukraine. The Ministry of Culture and Information Policy of Ukraine is the main body in the system of central bodies of executive power, which ensures the formation and implementation of state policy in the spheres of culture, state language policy, popularization of Ukraine in the world, state foreign language, information sovereignty of Ukraine (in terms of powers to manage integral property complex of the Ukrainian National Information Agency "Ukrinform") and information security, as well as ensures the formation and implementation of state policy in the fields of cinematography, restoration and preservation of national memory, international relations, religion and protection of the rights of national minorities in Ukraine, arts, protection of cultural heritage, museum affairs, export, import and return of cultural values.
The State Agency of Ukraine on Arts and Art Education (State Agency of Arts) is the central body of the executive power that implements state policy in the field of arts and specialized art education.
Postmen is the #1 communications agency in Ukraine, which creates strategies, creative and production for advertising and social projects.
ATB Corporation is an association of large Ukrainian companies operating in such areas of business as asset management, retail trade, production and sale of food products. The corporation includes the retail company "ATB-market", the confectionery factory "Kviten", the meat factory "Favorit Plus". The flagship of the corporation's business is the "ATB" retail network. The enterprise shows the highest rates of development in Ukraine in the last 10 years.