May 20, 2019, Sofia: 150,000 BGN is the amount that Lidl Bulgaria donates to UNICEF as part of the partnership between the two organizations. The funds are raised from sales of products from the Lupilu branded children's series and are donated in support of the UNICEF Early Childhood Development Program in Bulgaria.
The partnership between Lidl Bulgaria and UNICEF was launched in early March with a fundraising and awareness campaign aimed at changing attitudes and support for early childhood development.
"We are delighted that with this partnership we contribute to the better development of the youngest members of our society. The UNICEF ECD Program is extremely important, and we believe that our donation and all the joint activities we implement with our partners will help more parents in their quest to provide their children with adequate and quality care.” said Milena Dragiyska, Chief Executive Officer for Lidl Bulgaria.
“In UNICEF we are proud to have corporate partners like Lidl Bulgaria with whose support we contribute to the well-being of the children of Bulgaria. We know that nurturing, stimulating interaction between young children and their parents positively and permanently improves a child’s potential and future performance. That is why all parents must be supported and equipped with the knowledge and skills they need. Early childhood development enables children to perform better in school, avoid life-long health concerns and ailments, and helps them to contribute meaningfully to their country’s development when they grow up.” said Dr. Jane Muita, UNICEF Representative in Bulgaria.
Within the campaign, an online book "HOW from 0 to 1?" was published with tips for effective communication and active contact for current and future parents of children up to 12 months of age. The book is available for free at lidl.bg/unicef and at roditel.unicef.bg.
The funds collected from the joint campaign are used to promote effective and responsive parental care through a network of home visiting services across the country and includes training of nurses. The training focuses on improving the competencies of the nurses in child development and effective interaction and communication with parents to improve their childcare skills as well as early stimulation - through play, positive communication, reading, etc. The funds will also be used to support parents to develop their positive parenting skills through the “ Workshop for Parents Program” to be implemented throughout the country.