Annual Report 2025 – Громадська організація "ЖИТТЯ"

Annual report | 2025

In times of hardship Ukrainians are able to unite, support one another and solve even the most dire problems. This inspires us to keep going and working towards a better future for all. We realize the cost of being able to continue our work, and are beyond thankful for the defenders of Ukraine.

We took many steps towards the wellbeing of Ukrainians in 2025. We uncovered the tactics of the tobacco industry, which targets children and young people through new products; explained the benefits of and ways to cut down on salt consumption; pushed for effective decisions to improve road safety (namely, regarding speeding and implementing modern motorcycle helmet safety standards).

Thanks to our efforts, the European safety standard for motorcycle helmets, ECE 22.06, was included in the draft resolution of the Cabinet of Ministers of Ukraine on the approval of the Technical Regulations. This decision will potentially save hundreds of lives and up to 1% of GDP for Ukraine’s budget by 2030.

The first step towards health is a choice, and making the right choice requires knowledge and reliable information. The health of the nation is the responsibility of the state to act in a timely and systematic manner.

Oksana Levytska,
Chairman of the Board of NGO “Life”

First and foremost, we express our gratitude to the Armed Forces of Ukraine for the ability to live and work in Ukraine, and persevere even under the most difficult conditions.

2025 was another year of challenges and battles. It proved once again that Ukraine will endure as long as we band together and don’t stray from our core principles. At the same time, we face numerous challenges, and our future depends on decisions aimed at preserving sustainability.

One of the strategic issues that remains is demographic stability and the preservation of human potential. At a time when Ukraine is suffering losses every day, it is critically important to do everything in our power to prevent avoidable losses and save thousands of Ukrainian lives every year.

We extend our gratitude to our partners and allies who continue to work with us and support efforts aimed at protecting the health and future of Ukraine.

Dmytro Kupyra,
Program Director of NGO “Life”

Mission

To improve the well-being, safety, and potential of people through effective civic representation, influencing legislation and policy, primarily in the field of public health.

Vision

Life expectancy and quality of life in Ukraine increase. The government takes public health interests into account when making any political decisions. Every person’s right to health and personal development is protected by the state at the highest level.

Successes and achievements of the NGO “Life” team in 2025

Tobacco and nicotine product affordability was reduced

NGO “Life” systematically works to reduce the affordability of tobacco and nicotine products through excise tax increases, which is in accordance with the better practices of the WHO FCTC. On March 25 2025, Law No. 4115-IX went into force, which provides for:

a collective increase in excise tax on cigarettes in 2025 by nearly 35%, which reduces their affordability, primarily for children and young people;
a transition to taxation in euros to avoid the impact of inflation;
a plan to increase excise rate on cigarettes to EUR 90 per 1,000 items by 2028, which is a European integration requirement in accordance with Directive 2011/64/EU;
a set excise rate of EUR 300 per liter for e-cigarette liquid, regardless of nicotine content.

As a result, national budget earnings from excise taxes on tobacco and nicotine products increased by 27% in 2025 when compared to last year, and reached UAH 122.5 billion.

A draft law on the regulation of nicotine snus submitted to the Verkhovna Rada of Ukraine

In October 2025, Draft law No. 14110 proposing a complete ban on nicotine snus (pouches) was submitted to the Verkhovna Rada of Ukraine. It received support from the Ministry of Health of Ukraine, and is in line with the position of the World Health Organization. On its basis, and taking into account alternative draft laws, the Committee on National Health, Medical Care, and Medical Insurance developed and recommended for first reading by the Verkhovna Rada draft law No. 14110-d, which proposes to introduce strict regulation of nicotine snus.

The proposed norms, like a complete ban on nicotine snus, is in accordance with the WHO’s recommendations.

A draft law proposing to ban electronic cigarettes was registered

In August 2025, draft law No. 13548-4, developed with expert support from NGO “Life,” was registered in the Verkhovna Rada of Ukraine. It provides for a complete ban on the production, export, import, and sale of electronic cigarettes, refill containers, and liquids for them, as well as their transportation and storage by business entities.

The draft law is fully consistent with Ukraine’s international obligations under the WHO Framework Convention on Tobacco Control and aims to protect children and young people from nicotine addiction.

According to data from the Global Youth Tobacco Survey, 20% of Ukrainian children aged 13-15 smoke e-cigarettes

Updated the Tobacco Tactics information resource on uncovering the strategies and tactics of the tobacco industry

In 2025 NGO “Life” updated the information resource Tobacco Tactics. The project aims to monitor and document the methods and ways of the tobacco industry’s interference, identify key influence groups, and inform politicians, media, expert groups and the public about the facts uncovered.

The website’s analytical information is based on the monitoring and analysis of open sources – the media, working group meetings, public information, data from civil activists, expert organizations, etc.

Three Ukrainian-wide surveys on attitudes towards tobacco and nicotine use were conducted

Throughout 2025, in collaboration with the Kyiv International Institute of Sociology, three Ukrainian-wide surveys were conducted among adults aged 18 and up regarding attitudes towards tobacco and nicotine product use, the impact of their advertising, and anti-smoking measures.

The results of the study showed that consumption of traditional tobacco products is declining, while consumption of new tobacco and nicotine products is increasing, especially among the youngest age group (18-29 years old). This indicates the need for timely and appropriate regulation of such products on par with cigarettes, or a complete ban. The survey results showed a high level of support for anti-smoking measures aimed at protecting the population from the harm caused by tobacco and nicotine.

A draft law to stimulate tobacco cultivation was deflected

In October 2025, the Verkhovna Rada of Ukraine rejected draft law No. 13628 on stimulating tobacco cultivation, as insisted upon by the NGO “Life.” This initiative contradicts Law No. 2899-IV and Ukraine’s international obligations to protect the population from the harm caused by tobacco and to free the economy from the burden of the tobacco industry in accordance with the WHO Framework Convention on Tobacco Control.

Ukraine’s first national surveys on motorcycle helmet protection and motorcycle and moped use were conducted

In 2025, NGO “Life” presented the results of two national sociological surveys conducted by KIIS on the use of motorcycles and mopeds and the practice of wearing motorcycle helmets.

The surveys showed that one in eight adults uses a motorcycle or moped (13%), with young people being the most active users. The majority of Ukrainians, including two-thirds of drivers and passengers, support the introduction of mandatory safety standards for motorcycle helmets. These results provide a basis for regulatory changes.

An assessment of the socio-economic impact of introducing ECE 22.06 safety standard for motorcycle helmets as mandatory was conducted

In September 2025, NGO “Life” presented the results of a unique study by the Institute of Economics and Forecasting of the National Academy of Sciences of Ukraine on the economic effect of implementing the European safety standard for motorcycle helmets ECE 22.06. For the first time in Ukraine, scientists calculated the financial and economic benefits that the state would receive from switching to certified motorcycle helmets.

According to experts, 100% use of ECE 22.06 certified helmets could save Ukraine up to 1% of its GDP by 2030.

Raised public awareness about the dangers of heated tobacco products and the importance of strengthening their regulation

In May–August 2025, NGO “Life” together with the Center for Public Health conducted a national information campaign “Bright Products — Dark Intentions,” aimed at exposing the tobacco industry’s manipulative practices to attract children and young people to use heated tobacco products.

The total potential reach of the campaign is estimated at 20 million non-unique contacts. The campaign raised awareness of the risks of new tobacco products, helped to dispel common myths, and fostered support for effective measures among experts and key stakeholders.

Raised public awareness about the dangers of excessive salt consumption and ways to reduce it.

NGO “Life” became a key partner in the development and implementation of the national information campaign “Eat Less Salt” supported by the World Health Organization, aimed at informing the population about the harm of excessive salt consumption to health and encouraging simple healthy eating habits.

The total reach of the campaign was about 30 million contacts with the audience: 12 million views on the Internet, and over 17 million potential contacts through outdoor advertising in Kyiv.

Raised awareness about the importance of using certified motorcycle helmets and implementing the ECE 22.06 safety standard

NGO “Life” conducted an information campaign titled “Protection, not an accessory,” dedicated to the implementation of the European safety standard for motorcycle helmets, ECE 22.06. The campaign was conducted in cooperation with NGO “Motohelp” and explained that a motorcycle helmet is primarily a means of protecting life, not an element of style. The campaign ambassadors included doctors, bikers, instructors, and volunteers who demonstrated by their own example the importance of using certified helmets and safe behavior on the road.

Digital channels reached over 1.2 million people, while advertising on TV, radio, and in public spaces significantly expanded the reach to several million contacts.

ECE 22 motorcycle helmet safety regulations included in draft resolution of the Cabinet of Ministers of Ukraine

The draft resolution of the Cabinet of Ministers of Ukraine on the approval of the Technical Regulation included the European included the safety standard for motorcycle helmets ECE 22.06. The draft resolution was officially submitted by the Ministry of Community and Territorial Development of Ukraine to the Government for consideration on November 28, 2025.

A draft law to tackle the speeding problem was introduced

In 2025, NGO “Life” in partnership with NGO “Center for Democracy and Rule of Law” continued its work to advocate for decisions aimed at enforcing speed limits on roads.

In May, draft law No. 13314 was registered in the Verkhovna Rada, which provides for:

reduction of the non-penalty threshold from +20 km/h to +10 km/h
expansion of the gradation of responsibility for speeding: the higher the speed, the higher the penalty.

The purpose of the draft law is to reduce the number of crashes resulting in fatalities and injuries by preventing speeding violations.

Prepared a report on tobacco industry interference in 2025

NGO “Life” experts took part in the preparation and presentation of a report on tobacco industry interference in health policymaking for the Global Tobacco Industry Interference Index 2025.

This year Ukraine scored 50 out of a possible 100 points, which is 6 more than in 2023 (44 points). This increase shows the tobacco industry’s growing interference in the process of forming state policy on tobacco and nicotine control in Ukraine.

The ninth Golden Sickle anti-award ceremony was held, exposing the tobacco industry's interference in health protection policy

In May 2025, NGO “Life” in partnership with NGO “Anti-Corruption Headquarters” announced the winners of the Golden Sickle anti-award and government officials that were awarded the Golden Brake for actions in the corporate interests of the tobacco industry in 2024.

The capacity of NGOs to strengthen the fight against non-communicable disease risk factors was improved

NGO “Life” in partnership with the Charitable Foundation “Women’s Health and Family Planning” cooperated in organizing a training course for civil society organizations on the prevention and control of non-communicable diseases as part of the FILTERED project (From sILos To synErgies to pRevEnt ncDs), which is being implemented with the support of the European Union.