cryptocurrency exchange plans to use its advertising time during the 94th Academy Awards on Sunday to air a TV advertisement about the humanitarian crisis in Ukraine.

In a statement Wednesday, President Chris Marsalek said the exchange is partnering with the International Committee of the Red Cross (ICRC) to launch a campaign to help those suffering from the war in Ukraine. The CEO did not specify what the campaign would entail, but the platform allows donations in crypto, fiat and non-fungible currencies to the Red Cross Red Crescent Humanitarian Network. The exchange will match donations up to $1 million through March 31st.

“The humanitarian crisis caused by the conflict in Ukraine continues to escalate, and I believe it is our responsibility to support those in need,” Marsalek said. “Because of this tragedy, the entire crypto community has come together to show the world who we are, our values ​​and the importance of what we are building.”

According to the International Committee of the Red Cross, more than 3.6 million people have left Ukraine as of March 24, a month after Russian troops invaded the country. Reports from Ukraine indicate that millions of people are facing food and water shortages, lack of medical care as many hospitals have been damaged or destroyed, and displacement after being forced to flee the country’s east.

Several private companies are facilitating donations of digital assets, including bitcoin (BTC) and ether (ETH), to help Ukrainians. In addition to the Ukrainian government accepting crypto donations directly through wallet addresses provided by the Ministry of Digital Transformation, the legislature has teamed up with exchanges FTX, Kuna and business platform Everstake to launch a donation website on March 14. Cointelegraph reports that as of March 9, various charities, relief organizations, and public wallets received approximately $108 million in crypto to help Ukraine.

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In addition to its efforts for Ukraine, announced on Tuesday that it will be the official sponsor of the 2022 FIFA World Cup in Qatar, due to start in November. The exchange has achieved significant marketing growth over the past year with partnerships with several sports organizations including the Australian Football League, Formula One and the Ultimate Fighting Championship.

Source: CoinTelegraph