In 2003, Olena Pinchuk founded the first and only charity to commit private funds towards fighting against the HIV/AIDS epidemic in Ukraine. The main areas of focus for the Olena Pinchuk Foundation are: the fight against HIV/AIDS; the promotion of healthy lifestyles; mentoring and educational projects aimed at young girls and women; and attracting the best international humanitarian expertise to Ukraine. The Olena Pinchuk Foundation has cooperated with the Clinton HIV/AIDS Initiative, the Elton John AIDS Foundation and the Global Business Coalition on HIV/AIDS.

Olena is a daughter of the second President of Ukraine, Leonid Kuchma. She also chairs the Supervisory Board of StarLightMedia, the biggest media holding in Ukraine. StarLightMedia supports campaigns against HIV/AIDS and has so far has invested USD 80 million into this cause. She was named amongst the top women leaders of the year by La Tribune in 2010, and was a member of UN High-Level Commission on HIV Prevention.