The Series "Mothers" Unites UNICEF Bulgaria and NOVA in the Social Campaign "Stand by Me"

March 31, 2025, Sofia – The mini-series Mothers brings together UNICEF Bulgaria and NOVA in the campaign Stand by Me. The initiative aims to promote meaningful conversations between children and parents. The series’ social message, focused on disrupted family bonds, has already drawn public attention to the importance of these relationships and how they impact children’s development.

This is precisely why the Stand by Me campaign seeks to raise public awareness and spark discussions about intergenerational relationships and the gap between them. Communication within the family is pivotal for children's mental and emotional well-being. The initiative highlights the key role of parents, schools, and social services in supporting adolescent mental health and preventing violence in all its forms. It also addresses the need for specialized support services for both children and their parents. Stand by Me is part of UNICEF Bulgaria’s mission to support families and promote positive parenting, as every child has the right to grow up in a safe and caring family environment.

"Parental alienation, family conflicts, violence, and neglect leave deep scars on a child’s emotional and psychological well-being. When parents actively listen and engage with their children—whether about their fears, dreams, daily experiences, or difficult moments—they build a foundation of trust, emotional well-being, shaping their futures in ways that can be difficult to heal. With this campaign, we hope that both children and parents will understand that they are not alone," said Christina de Bruin, UNICEF Representative in Bulgaria.

„"In addition to its high production standard, Mothers is also distinguished by its serious social commitment, which the outstanding writer Teodora Dimova initiated in her novel. We are happy that after the film project was presented at one of the most important film festivals - Berlinale, and supported by the global distributor Beta Film, with our long-time partner UNICEF Bulgaria we are taking another step forward. The discussion about the broken relationship between parents and children leads to important answers and to the change of human values in general" - said Krasimira Hadzhiyska, CEO of Nova Broadcasting Group.

NOVA’s series Mothers illustrates the importance of supportive family relationships and the consequences of their absence. Mothers explores the pain and life choices that arise from a broken parent-child bond.

In a special video series, each character in Mothers will share a personal story about pain, silence, or hope. Through these video messages, actors will emphasize the importance of parent-child relationships and what it means to listen, understand, and support a child. Video diaries of the young actors will also give voice to the emotions and experiences of each child character in the series.

As part of the campaign, the creative and acting teams will discuss how a series with a special cause is made and share their personal views on difficult choices and the importance of a fulfilling family environment. Experts, child psychologists, educators, lawyers, and specialists from state institutions and UNICEF’s partner organizations will also contribute with professional insights to these discussions.

The video content will be distributed through the social media channels of Mothers and UNICEF Bulgaria. On the official Stand by Me page, parents and children will find information about UNICEF Bulgaria’s support programs related to the campaign’s topics.

For more information about Mothers, visit the series' Facebook, Instagram, and TikTok profiles.