First Lady of Ukraine Olena Zelenska participated in a significant meeting of the «Business Without Barriers» community, uniting companies supporting the President's wife initiative «Without Barriers».
Among the attendees were Deputy Prime Minister for Ukraine's Reconstruction Oleksii Kuleba, Chairman of the National Bank Andrii Pyshny, Minister for Veterans Affairs Natalia Kalmykova, local community leaders, Minister of Social Policy Denys Uliutin, international partners, and representatives from the non-governmental sector.
«When the state launched a social change campaign with UNICEF in June, it was aptly named: «Barrier-Free – When You Can». This was done so that every person could feel that it directly concerns them and their needs. Because when a person understands how a problem relates to them, they become an active participant in change more quickly,» noted Olena Zelenska.
Participants exchanged experiences on implementing barrier-free initiatives. For example, DTEK representatives discussed adapting above-ground areas of mines for employing people with disabilities, Ukrzaliznytsia shared about modernizing train stations and launching an inclusive carriage, while «Silpo» presented a project for accessible self-service checkouts.
During the event, they also discussed the preparation of the guide «Barrier-Free in Financial Services: A Practical Guide», developed with the support of Oschadbank, PrivatBank, PUMB, and Visa, alongside the NBU and the NGO «Barrier-Free». The program aims at refining service provision rules for individuals with special needs, including procedures for authenticating individuals with facial injuries and accommodating visually impaired persons. This guide will serve as a valuable resource for service providers in the banking sector and form the basis for NBU regulations.
A separate panel discussion focused on the implementation of the «Movement Without Barriers» program by the Ministry of Community and Territorial Development of Ukraine, addressing adaptations for public transport stops, schools, hospitals, cultural centers, banks, and supermarkets for individuals with special needs.
The First Lady emphasized that barrier-free initiatives should not be viewed as a competition and called for businesses to collaborate in this area.
Olena Zelenska also mentioned her recent return from Japan, where, after the atomic bombings, tactile street navigation was invented – yellow lines with unique patterns on streets, sidewalks, and platforms that have become a global norm.
«Thus, amidst the heavy reconstruction, there was time, opportunity, and resources for barrier-free solutions. Perhaps, the attitude towards people as valuable assets needing protection has driven further successes. I am confident that this connection exists. A human-centered approach ultimately prevails over the long run – in both defense and business,» concluded the First Lady.