ING Bank Bulgaria joins forces with UNICEF to empower youth for social impact in Bulgaria

Sofia, 2 July – UNICEF Bulgaria and ING Bank Bulgaria are joining forces to build a better future for children and young people across the country. The UpShift program is a youth innovation incubator that empowers adolescents aged 13 to 19 to develop key 21st-century skills. The initiative fosters critical and entrepreneurial thinking, encouraging young participants to identify and create innovative solutions to challenges in their communities.

Why is this program important?

Adolescence is a crucial stage of human development— a time of rapid change, growth, and opportunity. It is a period when young people build skills that shape their future. In Bulgaria, there are 638,990 children and adolescents aged 10–19 (NSI, 2024). Many of them face serious challenges that limit their opportunities for development and success. Over one-third (32.4%) of young people aged 15–29 are at risk of poverty and social exclusion—one of the highest rates in the EU. Early school leaving remains particularly high in rural and marginalized communities. Currently, 121,450 young people (13.8%) aged 15–29 are not in education, employment, or training (NEET).

According to the latest PISA 2022 results, half of ninth-grade students in Bulgaria lack basic reading comprehension skills, and many struggle to apply what they read in real-life situations. UNICEF’s Report Card 19 also shows a decline in life satisfaction among adolescents in Bulgaria, which negatively impacts their mental health.

These challenges are even more pronounced among young people from vulnerable and marginalized groups.

What is the solution?

To address these challenges, UNICEF Bulgaria, in partnership with ING Bank Bulgaria, is expanding the UpShift program. It equips adolescents and young people with essential skills such as problem-solving, creativity, teamwork, empathy, leadership, and communication. The program encourages them to become innovators and social entrepreneurs.

UpShift includes youth workshops, mentoring support, and initial funding to launch ideas. It is beneficial for young people, the community, and businesses alike. The program develops key skills and competencies that support the successful integration of young people into the labor market.

“UpShift is more than just a program—it’s a catalyst for change. It inspires young people to dream, create, and find solutions to real challenges. With the vital support of ING Bank Bulgaria and together with our dedicated partners and institutions in Bulgaria, we believe in the power of youth to transform the world around them and shape a better future for all. UpShift is our shared commitment to support their journey—from education to active participation and success in society.”  — Christina de Bruin, UNICEF Representative in Bulgaria 

"The UpShift program is key to the development of young people in Bulgaria, as it supports and inspires them to develop the necessary skills and confidence in a dynamic and challenging environment. For me and our entire team at ING Bank – Bulgaria, it is an honor to support this initiative, because we believe in the potential of young people to create innovative solutions and contribute to the development of their communities. UpShift is an initiative through which we can invest together in Bulgaria’s future by supporting education, social inclusion, and the professional realization of young people." - Marina Kobakova, Chief Executive Officer, ING Bank – Bulgaria

Thanks to the collaboration of UNICEF and ING Bank Bulgaria, the program will reach thousands of young people across the country. They will have the opportunity to co-create socially impactful projects and initiatives that reflect their ideas and aspirations.

Since its launch in 2024, UpShift has trained over 100 youth workers, educational mediators, and other professionals. Three youth workshops have been held with more than 100 participants aged 14–18, and 13 youth-led initiatives have been supported. 

#####

About ING Bank:

ING is a global financial institution of Dutch origin with HQs in Amsterdam and is among the first international banks with established presence in Bulgaria since 1994. For more than 30 years now, ING Bank Bulgaria provides a full range of products and services for its corporate and institutional clients. ING combines local market expertise with the capabilities of a global financial institution. Sustainability forms an integral part of ING’s strategy by helping clients to transition towards a more sustainable business model.