- Donations will go to the International Red Cross Red Crescent Movement to be shared with Ukrainians
- Crypto.com will match the total amount in donations, up to $1 million
The crypto company that has been aggressively pushing its brand into the mainstream over the past year is now set to run an advertisement during the Oscars, Blockworks has learned.
Crypto.com has created a television commercial to raise funds for people affected by the crisis in Ukraine. It will air multiple times during the live broadcast of the 94th Academy Awards on Sunday night at 8 p.m. ET.
Ukraine last week clarified crypto’s legal status with a new law signed by President Volodymyr Zelenskyy. Ukraine’s “On Virtual Assets” law came as crypto donations have continued to flow into the country following Russia’s military invasion on Feb. 24.
“Our thoughts are with the people of Ukraine and innocent bystanders in the ongoing conflict,” he tweeted at the time. “We urge our community to do what they can to support humanitarian efforts.”
As Russia’s attack on Ukraine has escalated, Crypto.com now seeks to raise more funds and awareness to support the organization’s work. Donations will be used to provide food, water, medicine, shelter and other essential items for people in the country.
Viewers of the ad will be directed to the campaign page, where they can donate with crypto, fiat, or by buying an NFT from the campaign collection.
The NFT collection, called “The Art of Giving,” features artwork by Crypto.com and 33 independent artists. There are 40 NFTs in total being sold for between $50 and $100.
The campaign runs from March 25 to March 31. Crypto.com will match the total amount in donations, up to $1 million.
The efforts come as Crypto.com’s brand has become more visible in recent months. Founded in 2016, the company has grown to having more than 10 million customers amid its aggressive marketing spend.
Crypto.com bought the naming rights to the Staples Center in Los Angeles last November, as part of a 20-year, $700 million deal, and ran an ad during the Super Bowl in February that starred four-time NBA champion LeBron James.
The company announced earlier this week that it would be a sponsor for the 2022 FIFA World Cup, which is set to take place in Qatar in November and December.
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