A Moment That Changes Everything

Three seconds.
It seems insignificant — the length of a breath, a blink, the time it takes to scroll past a post without thinking. But in Ukraine, three seconds is the time between stepping on a landmine and the explosion that follows. Three seconds between life and death. Three seconds to say goodbye.

A Powerful Installation in New York City

This week in New York, a profound new installation titled Three Second Goodbye opened with the support of Virgin Unite, the Superhumans Center, the Bridgeway Foundation, and international humanitarian partners.

Faces of Impact founder Artem Shestakov, a Ukrainian-born cultural diplomat and storyteller, attended the opening to support the initiative and document its impact through photography. The installation highlights deeply personal testimonies from Ukrainians who lost limbs, loved ones, and futures to hidden explosives and serves as a sobering reminder of the human toll of the ongoing war.

Ukraine: The Most Mined Country in the World

Ukraine is now the most landmine-contaminated country on Earth, with nearly one-third of its territory — an area comparable to New York State — seeded with explosives. For millions, simply walking across a field or down a street requires courage.

More than 80,000 Ukrainians are projected to need prosthetics. The scale is overwhelming, but amid this devastation, the Superhumans Center stands as a beacon of hope — providing world-class prosthetics, rehabilitation, reconstructive surgery, and psychological care.

Virgin Unite’s Leadership and Global Commitment

Virgin Unite — founded by Sir Richard Branson and led by Jean Oelwang, the organization’s founding CEO and President — continues to play a pivotal role in bringing global awareness to Ukraine’s humanitarian crisis. Under Oelwang’s leadership, and with strategic guidance from Richard Branson and Holly Branson (Chair of Virgin Unite), the foundation mobilizes international partners to support communities facing extreme vulnerability and conflict.

Branson’s reflections on Three Second Goodbye serve as a powerful reminder that although the world’s attention may shift, Ukrainians continue to live through the consequences of war every single day. Indifference is a luxury they do not have — and one the world cannot afford.

Earlier this year, Virgin Unite, together with the Bridgeway Foundation, launched Ukraine: Defending Freedom, a global movement amplifying the voices and resilience of Ukrainians rebuilding their lives after trauma, injury, and displacement.

Among the most inspiring figures in this initiative is Eddy Scott, a British humanitarian volunteer who lost his arm and leg in a drone attack while helping civilians in Ukraine. His message remains urgent and unforgettable:

“Don’t stop talking about Ukraine.”

Standing with Ukraine Until Peace Arrives

This war is far from over. Behind every statistic is a human being whose life was altered in three seconds — a child learning to walk again, a father rebuilding his future, a volunteer risking everything to save others.

Let us honor the victims.
Let us uplift the survivors.
Let us stand with Ukraine — not just until the headlines fade, but until peace and justice truly prevail.

Three seconds can change a life.
Together, we can change the next three.