On June 1, International Children’s Day, the charitable campaign “A Human Life is not Loose Change!” was announced at the offices of Independent Media Sanoma Magazines. Over the ensuing week, employees brought in their loose change and put it into a special bank. The coins collected were given to the Lifeline charitable foundation.

Similar campaigns were carried out at a number of other companies, with a grand total of 848,961 rubles 66 kopeks collected. This is enough money to provide treatment to five seriously ill children.