UNICEF and Lidl join efforts in support of early childhood development

19 February 2019, Sofia. UNICEF and Lidl Bulgaria join efforts to support parents in the care of their children as part of the UNICEF Early Childhood Development Program. The program aims to develop the skills, knowledge, and capacity of caregivers for children’s optimal growth and proper social, emotional and mental development.

The funds collected from the joint campaign will be used for training of nurses throughout the country. They will support and provide guidance to future and current parents of children up to 3 years of age through free home visits and consultations through home visiting services that will be found in every regional city in Bulgaria. In addition, funds will also be invested in developing the skills of parents through the Workshop for Parents program that will be implemented in the major cities of the country. Thus, many parents in Bulgaria will have access to quality and adequate information and support for parenting, and the children of Bulgaria will get a better chance to develop, learn and succeed in their lives.

We start this partnership because we believe that every child needs quality care, love, protection, nourishing food, emotional and intellectual stimulation from the first moment.

With this campaign, we build on our long-standing efforts to support healthy, balanced nutrition, sport, and active lifestyles for children through numerous initiatives and projects that we develop and support over the years and which lead to a better and more successful tomorrow "said Milena Dragiyska, Chief Executive Officer of Lidl Bulgaria.

The first 3 years of a child’s life are critical for healthy growth and development.

By investing in the early years, we can provide every child with a chance to develop their full potential and to succeed later in school, work and in life. The partnership between Lidl and UNICEF will focus on the most important people in a child’s life– their parents and primary caregivers. It will help provide many parents with information, guidance, counseling, and support on how best to meet the needs of young children and ensure their holistic development", said Dr. Jane Muita, UNICEF representative in Bulgaria.

The current campaign is a continuation of Lidl's long-term effort and commitment to help parents in their care for their children and in fostering the healthy growth of the youngest children. Especially for them at the beginning of 2018, the company presented an entirely new product line Lupilu, which includes baby bio foods, diapers, dermatologically tested by the Dermatest Germany Institute, baby hygiene products, detergents, cosmetics, and high-quality children's clothes.