Soccer legend David Beckham has given control of his Instagram and Facebook accounts — with a combined 127 million followers — to a Ukrainian doctor in the city of Kharkiv, the nation's second-largest.
The move has given voice to someone working on the front lines of Russia's invasion of Ukraine, amplifying the message to tens of millions of people and providing a perspective few normally get to see.
Beckham encouraged his followers to watch his story highlights, which would feature Iryna's stories, and to give what they could to UNICEF.
She shared images of everyday medical procedures — babies being born and families seeking medical care — made more complicated and dangerous by the fighting on the hospital's doorstep.
"Doctors and nurses here, we worry, we cry, but none of us will give up," said Iryna.
Iryna explains that she and her colleagues have learned to work amidst the chaos of bombings and air strikes. "My workday is 24/7 now, I'm here all day," she explained.
Beckham confirmed that he and his wife, Victoria Beckham, had made a donation to UNICEF on behalf of Ukrainians, and encouraged his followers to do the same.
"Thanks to your donations, the oxygen generators they have received are helping newborns survive in appalling conditions," he said. "Together, we can really make a difference."
While cash donations will always help, Beckham's tactic of turning over his social media profiles is a unique way to leverage his millions of followers and bring the reality of the violence in Ukraine to more eyeballs.
Beckham's been a loyal supporter of the charity for more than 15 years, and there's little doubt that his latest appeal will bring an influx of donations in for Ukraine, as he also provided a link to his UNICEF fundraiser to help Ukrainian kids and families.
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