It Began with Dialogue. Then Collaboration Happens: How Mr.Scrubber and Havas Village Are Raising Funds for the “Chornyi Lis” Brigade

One of the key pillars of the Aspen Institute Kyiv’s work is creating opportunities for joint action among leaders from different regions and sectors.

Participants of the “Responsible Leadership” seminar — 25 — Nataliia Morozova, CEO of Havas Village; Vitalii Tkachuk, co-founder of the Mr.Scrubber brand; and Oleksandr Popov, serviceman and commander of the “Chornyi Lis” brigade, joined forces to support the Ukrainian military. Fifty per cent of the proceeds from their newly launched collaboration — a line of exclusive Mr.Scrubber cosmetic products — is being donated to support the “Chornyi Lis” brigade. The campaign is framed within the brigade’s new branding, developed by Havas PR Ukraine with the support of the AIDA Charitable Foundation.

We met with Nataliia, Vitalii, and Oleksandr on Zoom. They shared how the idea for their collaboration emerged and what results they’ve already achieved. Naturally, they also reflected on their seminar experience together.

A Philosophy Put into Practice

Motivation is key to participating in Aspen Institute Kyiv’s seminars. What drives a leader to seek a transformational experience?

Nataliia Morozova shared that a few years ago, she graduated from the “Business and Society” seminar for CEO Club Ukraine members and later joined “Responsible Leadership.” This time, under the conditions of full-scale war, the seminar’s insights hit differently:

“It’s the moment when philosophy stops being abstract. You read and reflect not on concepts but on real things — on freedom, responsibility, and choice.”

Vitalii Tkachuk said he applied for the seminar to step outside his professional bubble:

“I wanted to get out of my usual circle and see how people from other fields and regions think. It’s refreshing — it gives you a new perspective on your routine.”

As a military officer, Oleksandr Popov was looking for a different type of interaction. That experience, he says, gave him a new lens for communication:

“In my current life, I’m used to clear hierarchy and orders. But here, it was dialogue. And it turned out to be very necessary and helpful. Even in a seemingly rigid and conservative structure like the army.”

Staying Connected: Continued Support Beyond the Seminar

Nataliia shared that after just a few days of working and reflecting together, the group formed a deep, trusting bond:

“It was a different quality of relationship. Even after the seminar, despite busy schedules, our group still meets and spends time together — discussing texts, going to the theatre, having friendly dinners.”

When Everything Falls into Place

Eventually, one of those conversations sparked something bigger. Oleksandr called Vitalii: “We have a brigade. You have a cosmetics brand. Let’s do something together.” But success also depends on storytelling. That’s when Nataliia Morozova stepped in, proposing to update the visual identity of the “Chornyi Lis” brigade. This time, the “brand” was a combat unit that deserved a strong public presence.

“For us, it was a new experience — promoting not a product, but a brigade. And we quickly realized how awesome that was!” Nataliia shared. (a nod to the brigade’s communication slogan)

On one side — a cosmetics brand. On the other — a combat brigade. It might seem like an unlikely pairing. But the idea took practical shape quickly. Mr.Scrubber developed a special line of products, with proceeds going to support the brigade.

Sustainability and Growth

As of this publication, Mr.Scrubber has already raised over 150,000 UAH. Vitalii Tkachuk says this is only the beginning, as more partners join and the initiative gains momentum. Oleksandr, Vitalii, and Nataliia are already planning new products, fresh collaborations, and future campaigns.

This initiative thrives because it grew from a space of trust, where people genuinely listen to one another. In fact, the “Responsible Leadership” group — 25 continues to actively support the “Chornyi Lis” brigade in various ways.

“I think this is the essence of what the Aspen Institute Kyiv offers. It’s like time stops for a day so you can see yourself and your country differently. Then you return — and act,” said Oleksandr Popov.

The Institute finds it essential that a seminar’s impact doesn’t stay confined to the seminar room but lives on through the actions of participants and expands into their communities and society at large. Stories like this inspire us to continue bringing leaders together to strengthen Ukraine.