Inspiring Stories from the Checkout Counters During UNICEF’s “Steps Together” Campaign

The cashiers at Fantastico once again stood out as true ambassadors in this year’s fundraising campaign in support of UNICEF. At a special meeting, UNICEF Representative in Bulgaria, Christina de Bruin, expressed her appreciation for their dedication and their ability to inspire customers to support the cause of protecting children’s rights. During the initiative, Fantastico’s customers donated nearly EUR 185,929, or BGN 363,645. This amount is a record for the six fundraising campaigns carried out in the supermarket chain in support of UNICEF Bulgaria.
 

“UNICEF warmly welcomes and sincerely thanks  the champions of this year’s campaign – the cashiers of FANTASTIKO, who are among the strongest advocates for our shared cause. Through their dedication and daily engagement with customers, they have played a vital role in mobilizing support for children and advancing UNICEF’s mission to protect the rights of every child. This year the results are truly impressive – even stronger than last year. We are profoundly grateful to each of you. Your personal commitment and the care with which you shared UNICEF’s message have touched countless hearts and made a real difference in the lives of children”, said Christina de Bruin during a meeting with the cashiers who motivated the highest number of supporters, as well as Vladimir Nikolov, Operational President and General Manager of the family-owned company.

During the one month campaign at the end of 2025, the cashiers are the strongest ambassadors of the “Steps Together” programme. This year’s top advocates were Niya Apostolova, Iva Makendzhieva, and Paolina Borisova.

“I truly believe in this cause, and with a smile I manage to convince even the most skeptical people that we are investing in the future. There was a boy who donated 20 leva and told me that his school was one of the first to join the Steps Together programme. By the third month, all the children were going to school with pleasure. I used this example with other donors because it is very powerful to hear first-hand how the programme makes a difference,” shared Niya Apostolova, a longtime cashier at one of the Fantastico supermarkets.

For yet another year, customers in Pernik showed strong empathy for the cause and were eager to contribute to a safer school and digital environment free from bullying and violence. 

“I am happy to have been part of this initiative. Many people participated again this year, and I’m glad that people in Pernik donate and contribute to the cause. One moment that really impressed me was a child who wanted to buy something for the holidays but gave up and donated all their money for this cause instead,” said Iva Makendzhieva, a cashier at the local store. Her colleague Paolina Borisova added: “For me, it is a pleasure and an honor to take part in such campaigns, because I am a parent and I know what school can be like. Some people respond immediately and donate without hesitation when they hear it’s for children.”

“I want to thank my colleagues for once again embracing this important cause and achieving such a remarkable result. I am also grateful to all our customers for their support. I am convinced this is one of the most important causes, and we will continue supporting it,” said Vladimir Nikolov, Operational President and General Manager, FANTASTICO Group.

UNICEF and the Ministry of Education and Science continue implementing the “Steps Together” programme with teachers, students, and parents, preparing them for a safer and more positive school and digital environment. Over the past year, the programme reached 8,434 children across 42 schools and 4 kindergartens. More than 1,170 teachers, school counselors, and psychologists, as well as nearly 500 parents, took part in activities that help create a more supportive and positive educational and digital environment.

“I want to sincerely thank you, because without your support, the ‘Steps Together’ programme would not have been so successful. Wherever the programme is introduced, it has proven to help reduce cases of violence and bullying and to transform school environments. Students become better at recognizing violence, less likely to stay silent, and are more willing to speak up or support their peers in difficult situations. Teachers report a calmer classroom atmosphere and stronger class cohesion, while parents are increasingly engaged in school events that turn schools into true communities. This year, a special focus remains on online safety, which is essential in today’s world,” said Maria Yankova, UNICEF Education Programme Director.

In the next school year, the programme will expand further, aiming to reach more than 10,000 students, 2,000 professionals,  2,000 parents,  and in addition reaching more than 5,000 additional parents with key messages on digital literacy, online safety, and creating a positive school environment. 

*UNICEF does not endorse or recommend any specific brands, products, or services.