Family, Love and Fidelity Day is observed in Russia every July 8 and is dedicated to celebrating family values. Established in 2008, the holiday was supported by the deputies of the State Duma and was initiated by then-first lady Svetlana Medvedeva, who also created its symbol, a chamomile. The holiday serves as an alternative to St. Valentine's Day and emphasizes the importance of family and fidelity. A notable custom associated with this day is the awarding of the special medal For Love and Fidelity, which is given annually to couples who have been married for over 25 years and have positively raised children. The celebration reflects a cultural commitment to honoring long-lasting relationships and family bonds.