“Unburned” project: Scars mean life.

A lyrical note from our team: this is one of those projects you can call transformative — the kind of experience that truly changes you. And we’re incredibly grateful it happened to us.

The “Unburned” project has been helping Ukrainians for several years now to cope with scars caused by war-related injuries. They’ve done an amazing job reducing the physical and aesthetic discomfort of their patients — but now, they’ve taken on a new mission: to ease the pressure of societal judgment.

Yes, it’s the third year of the full-scale invasion, and yet scars still seem unusual — or even shameful. Instead of understanding, they’re often met with intrusive questions, stares, or careless comments.

That’s why the main mission of this campaign was crystal clear — TO CHANGE THAT.

After dozens of hours of interviews with the patients of Unburned, we realized three things:

1. Oh my God! These people are incredibly strong — their will to live is absolutely fierce.

2. They’re not ashamed of their scars at all. In fact, some even call them beautiful.

3. And that’s because, to them, scars are a reminder that “I’m alive.” And really — is there anything more important than a second chance at life?

In truth, all of our heroes have come to accept their new bodies. They’re not ashamed of their scars — on the contrary, they’re grateful that scars were all they got. “It’s not the worst thing that could’ve happened,” one of the patients told us.

So we decided to shift the focus: away from the idea that scars are something scary, strange, or negative —
and toward the truth: scars are actually a reason to celebrate. Because these people survived. They’re still here. And that’s what matters most.

It’s what drives them forward. It’s what gave them the inspiration to truly live — and even find new meaning along the way.