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Zhenskiy Zhournal Suspends Coffee Cups in Kyiv
From January 15 until April 15, Zhenskiy Zhournal in conjunction with the retail network of Shokoladnitsa coffee cafes is operating the campaign "Start a good deed with coffee."
Every day five Zhenskiy Zhournal paper coffee cups will appear in each of the 11 Kyiv stores, by hanging them from the ceiling on a string. Anybody can buy one of these suspended cups as a gift to be used later by a stranger.
The idea of the project was created by the editorial staff in November, during the rush of the holiday issue preparation. And then something fantastic has happened: once we found a partner for the project – the Shokoladnitsa network of coffee stores – everyone began talking about this Neapolitan tradition. And every day more and more institutions and proponents began to announce their desire to form a spontaneous movement of goodwill in its different variations.
We decided not to suspend anything other than coffee cups, and remained loyal to the original idea: «a cup of coffee as a nice gesture and the unexpected smile of a stranger».
Three weeks have passed since the start of the project and here are the initial results: on average, every twentieth cup of coffee drunk in Shokoladnitsa was from one of those that was suspended. In addition, the wishes that unknown people leave each other on the suspended paper cups, along with a cup of latte or cappuccino, always result in a smile and kind words.
Tatiana Petkova, Chief Editor of Zhenskiy Zhournal: "For me, the value of the suspended coffee cups is in the fact that a cup of espresso or cappuccino is not an absolute necessity. Nobody will die without coffee. As no one dies without a smile, right? Smiling is not necessary for life. There is the concept of "stroking" in psychology. The same kind of optional thing is to say something pleasant, to cheer up, to call, to present a sweet trifle or delicious treat ... The smile of a doctor is of the same kind. The doctor can pass a patient`s bed without a smile. Yet the magic power this smile has is only known by the one who ‘received’ the smile.
The locations of the Shokoladnitsa coffee cafes where you can buy or drink “Zhenskiy Zhournal " suspended coffee cups” are:
- Saksaganskogo str., 53/80 Cooperator Hotel
- Chervonoarmiyska str., 48
- Basseyna str., 1/2А
- Artema str., 58/2а
- B. Khmelnitskogo str., 31/27
- Lounacharskogo str., 4, Komod Shopping Mall
- Dneprovska Naberezhnaya str., 33, Arkadiya Shopping Mall
- Grishka str., 5, Alladin Shopping Mall
- Lougova str., 12, Karavan-1 Shopping Mall (Near the skating-rink)
- Lougova str., 12, Karavan-2 Shopping Mall (Near the fountain)
- Generala Vatoutina str., 2-Т Sky Mall
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