Social Impact Heroes: Why & How Valeriy Kostyuk Of The Canada-Ukraine Foundation Is Helping To Change Our World
An Interview With Stanley Bronstein
Building partnerships takes time.
When I first started, I assumed partnerships with other NGOs and government agencies would form quickly. In reality, building trust and establishing effective collaboration frameworks took months longer than anticipated. It is important, in light of Russian aggression in Ukraine, to develop relationships that are reliable and impactful because ultimately the lives of Ukrainians are affected by them.
As part of my series about “individuals and organizations making an important social impact”, I had the pleasure of interviewing Valeriy Kostyuk.
Valeriy Kostyuk joined the Canada-Ukraine Foundation as Executive Director in August 2024. A Ukrainian-Canadian producer with extensive experience in the entertainment industry, Kostyuk specialized in art and cultural projects. Over his career, Kostyuk has spearheaded major theatre productions, concerts, and exhibits with leading companies such as Starvox Entertainment, Lighthouse Immersive, and Theaturtle. Among his notable achievements are producing the internationally acclaimed Immersive Disney Animation exhibit, the WOW Las Vegas Spectacular in Dubai, and CHARLOTTE: A Tri-Coloured Play with Music, which became the first professional Canadian production to tour Ukraine.
Since 2020, Kostyuk has lead the production of Ukraine’s first immersive exhibition, Immersive Shevchenko: Soul of Ukraine, which has toured internationally, raising awareness and funds for Ukraine. The exhibition has attracted over 50,000 visitors, including prominent figures such as Ukrainian President Volodymyr Zelensky, former President Viktor Yushchenko, Canada’s Foreign Minister Mélanie Joly, and Ontario’s Lieutenant Governor Elizabeth Dowdeswell.
Thank you so much for joining us in this interview series! Can you tell us a story about what brought you to this specific career path?
In the past when working in the for-profit sector, I often used the expression, “What am I a charity?”. I never thought I’d end up leading a charity like the Canada-Ukraine Foundation, which day after day continues to deliver aid to Ukraine on behalf of Canadians. A lot of things in my life happen by chance, and my professional career previously did not entail the path I am currently on.
In grade 11, I ended up getting captivated by a Mel Brooks film The Producers. To many that musical comedy is a mere satire about show business but what inspired me about the theatre world is the excitement of the creative problem solving and the satisfaction experienced by the audiences when a theatrical piece is on the stage. To the surprise of my parents, who immigrated to Canada with me and my brother, instead of getting a “real” profession I went to study Theatre Production at York University. At that time I disguised this path as a first step to getting into teacher’s college, which never happened. I had a lot of great mentors in my life who guided me through the world of live entertainment so upon graduating I got a job at Starvox Entertainment withProducer Corey Ross who turned a really green theatre school graduate with a not-for-profit theatre experience into a more or less functional commercial producer. Those were the years of excitement that brought me immense joy. A few traits that I developed through that part of my career include becoming a 5-minute specialist in absolutely everything, how to sell satisfaction to ordinary people and how to work fast, very fast. We produced shows across the globe including North America, and from Japan to the UAE, and beyond. Then, Russia’s full-scale war in Ukraine began and turned not only my world but the world of millions of people upside-down.
A year before, during a summer vacation, together with great Ukrainians Natalya Deliyeva, Taisiia Poda, and Tymur Polianskyi, we created an innovative immersive exhibition, “Immersive Shevchenko: Soul of Ukraine”. It was a passion project for me but a very meaningful one, where we made a national legend more accessible to Ukrainians and the World. When the full-scale invasion began, Starvox Entertainment was operating countless immersive galleries across North America, so Corey rung me with an idea to fundraise for Ukraine and show “Immersive Shevchenko” across the continent, at a time of great tragedy this gave me a purpose and an opportunity to do something for a country so dear to me despite being across the Atlantic. That’s when I believe I started to look for other opportunities to help people on a large scale in times of international crisis. It was either that or the film Argo which I watched around the same time. In 2024, by chance, I threw my name into a hat for a search for an Executive Director at the Canada-Ukraine Foundation, where I thought I could transfer my skills from for-profit entertainment to the good of a National Canadian Charity that is doing good for Ukraine. To my surprise, I got the job, and the rest is history.
Can you share the most interesting story that happened to you since you began leading your company or organization?
“Interesting” is a very vague term; everything at the Canada-Ukraine Foundation is interesting. Every day, the team and I work on meaningful projects that change the lives of millions of Ukrainians impacted by Russia’s unjust war. It is very rare when we get to meet the beneficiaries of the programs we fund in person, but when that happens, it’s very special. This past February, we supported the training camp of Team Ukraine at the Invictus Games in Whistler, and got to know the Ukrainian veterans on the team. Their stories are remarkable, and they were so grateful for the opportunity to train for the Invictus Games in one of Canada’s most beautiful landscapes. You could see how positively this experience impacted their mental health and well-being after sacrificing so much for their country.
One of the Canada-Ukraine Foundation’s most recognizable programs is the Canada-Ukraine Surgical Aid Program, founded by Dr. Oleh Antonyshyn from Sunnybrook, which takes Canadian surgeons to Ukraine and Poland to do complex reconstructive surgeries for Ukrainians. The stories of the patients are incredibly heartwarming. We have people who get their jaws reconstructed and people who walk again after being told that they will never walk again.
These are just a few highlights of everything we do at the Canada-Ukraine Foundation. Our scope is quite broad, encompassing medical assistance, mental health support, food boxes, hygiene supplies, water filtration, and crisis housing provision. These are stories the that motivate me to come to the office every day.
Can you describe how you or your organization is making a significant social impact?
Since the beginning of Russia’s full-scale invasion of Ukraine, the Canada-Ukraine Foundation, through our CUF-UCC Ukraine Humanitarian Appeal, has delivered over 95 million dollars worth of Humanitarian Aid, impacting the lives of over 6 million people. This impact has been generated by Canadians from coast to coast to coast. It is very inspiring to see that the work we do motivates Canadians to mobilize over a common goal and stand with the people who are suffering from injustice.
The Canada-Ukraine Foundation was formed by the Ukrainian Community to deliver aid to Ukraine; quite often, we are misconceived as an “ethnic” organization for Ukrainian-Canadians. Canada is the first word in our organization’s title, and we are extremely proud to be a part of Canadian society and are blessed with the support of everyday Canadians. The social impact of the Canada-Ukraine Foundation is truly a testament to what we are all capable of as Canadians.
Can you tell us a story about a particular individual who was impacted or helped by your cause?
In a testament to human resilience and medical compassion, Ukrainian veteran Oleksandr’s journey exemplifies the transformative power of hope. After suffering catastrophic facial injuries from a tank shelling in 2022 that destroyed his mandible and lower face, Oleksandr found healing through the CUSAP “Angel Team.” Over four surgeries across three missions, volunteer surgeons reconstructed his jaw and performed complex procedures, restoring his ability to eat solid food and reconnecting him with his 3-year-old daughter. Despite enduring nine months of immense hardship, Oleksandr’s unwavering spirit and positive attitude inspired the entire medical team, transforming him from patient to friend. His story illuminates how skilled medical intervention, generous donors, and one man’s extraordinary courage can triumph over war’s devastation, rekindling hope and rebuilding lives even in the darkest circumstances.
Are there three things the community/society/politicians can do to help you address the root of the problem you are trying to solve?
Continue to stand with Ukrainians. There is never enough of anything when one is at war. The longer this war continues the more humanitarian assistance will be required by Ukrainians.
The Allies need to be tougher on Russia.
As the geopolitical order is changing and the perceptions of who reliable partners are is also changing. It is important that Canada continues to be a key player on the international stage and continue to be that reliable partner everyone needs.
How do you define “Leadership”? Can you explain what you mean or give an example?
To me, leadership means leading by example, being a part of the team, you are leading and having a vision that inspires others. The Canada-Ukraine Foundation’s diverse team excels on the humanitarian front daily, and it is not an achievement for one individual but for the entire team. Whether you are a donor, volunteer, partner, or staff member, you play a pivotal role in delivering lifesaving support. Like our team, I don’t hesitate to get my hands dirty and complete the work necessary for all of us to succeed. As a hands-on leader, it is also important not to get carried away by the micro-details; stepping back to see the big picture and understanding the roles those details play in the overall composition is crucial. Quite often, it is the big picture or the vision that is motivating many people to do the work that we do. Witnessing all the pieces of the puzzle come together according to the established goals and positively affecting the lives of Ukrainians is truly rewarding.
What are your “5 things I wish someone told me when I first started” and why. Please share a story or example for each.
1. Building partnerships takes time.
When I first started, I assumed partnerships with other NGOs and government agencies would form quickly. In reality, building trust and establishing effective collaboration frameworks took months longer than anticipated. It is important, in light of Russian aggression in Ukraine, to develop relationships that are reliable and impactful because ultimately the lives of Ukrainians are affected by them.
2. Language skills matter more than you think.
Being a Nationwide organization in Canada, it is important to have a good handle on both official languages, English and French. Our francophone donor base and partners are essential members of the Canada-Ukraine Foundation, communicating with this donor base in a language that resonates with them most is of the utmost importance. Just like Ukrainians value their language, the strive for the rights of the French language resonates with Ukrainians very much. Almost all communication issued by the Canada-Ukraine Foundation is bilingual.
3. Humanitarian work will take a personal toll.
Although I am very proud of the work that we do together, our ability to deliver aid is restricted by the funds available and the legislation we are working on. One organization cannot resolve all of the challenges created by war. Our work is fairly focused, and sometimes, the problems that we are being approached with are beyond our capacity and expertise. We always do our best to redirect such requests to our partners and friends who have expertise in other fields, but you do end up guilting yourself for not being able to help directly.
You are a person of enormous influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
I wouldn’t say that I have the influence to start a movement, I think there are enough good causes that have the following they should have. My hometown of Odesa in Ukraine is known for two reasons: the “Pearl of the Black Sea” and the “Capital of Humour.” Before the full-scale invasion every April 1st, there used to be a huge city-wide celebration of humour known as “Humorina,” which featured a lot of side festivals and activities. Humorina was truly the heartbeat of Odesa, bringing millions of people from all over the world. I want this movement to be reborn to its full potential after this war ends. During Russia’s war in Ukraine, the people of Odesa have shown how wit and humor can help one navigate the darkest times. I believe that this aspect of their resilience will enable the city to flourish once the war concludes.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
“Nothing is permanent in this wicked world — not even our troubles.” Charles Chaplin
I believe this quote is self-explanatory and relevant to our times. Much of what we do at the Canada-Ukraine Foundation is to alleviate suffering and assist people in overcoming challenges of Russia’s war in Ukraine. This quote reminds me that, regardless of how troubling the times may be, they are temporary.
Is there a person in the world, or in the US with whom you would like to have a private breakfast or lunch with, and why? He or she might just see this, especially if we tag them. 🙂
I’ve been blessed with meeting many great people throughout my lifetime. All of these great experiences happened by chance and were not in any way planned. The best things in life are not planned. Some of the great people I have met by chance ended up becoming supporters of the Canada-Ukraine Foundation, like General Roméo Dallaire, who has demonstrated exceptional generosity and kindness to us.
Since joining the Canada-Ukraine Foundation, I have discovered how unique Canada is. Each province and territory has its own curiosities and things to be proud of. I am currently reading Rick Mercer’s memoir “Talking to Canadians,” I think his perspective on Canada and Canadians is quite inspiring, and I would enjoy grabbing lunch with him.
How can our readers further follow your work online?
To learn more about the work that we do at Canada-Ukraine Foundation on behalf of Canadians visit CUFOUNDATION.CA
This was very meaningful, thank you so much. We wish you only continued success in your great work!
About the Interviewer: Stanley Bronstein is an attorney, CPA, and author of more than 20 books. However, he doesn’t consider any of those his greatest achievement. His most significant accomplishment was permanently losing 225 pounds and developing the personal growth system that made it possible — The Way of Excellence. As a catalyst for change, he has dedicated his life to helping others maximize their potential, transform their lives, and achieve optimal health. To learn more, you can download a free PDF copy of his latest book, The Way of Excellence Journal, at https://TheWayOfExcellence.com.
Social Impact Heroes: Why & How Valeriy Kostyuk Of The Canada-Ukraine Foundation Is Helping To… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.