Balancing love, learning, and chaos
How Bebbo helps parents and children thrive
In the heart of Moldova’s capital, Chisinau, Ecaterina and her husband are writing their own chapter in the ever-evolving story of modern parenting. With a precocious five-year-old and a curious six-month-old, their home pulses with the beautiful chaos that only young children can bring.
As a former Early Childhood Development officer at UNICEF, Ecaterina brought professional expertise to her parenting journey. Yet she discovered that theoretical knowledge and practical experience as a parent were two very different things.
"Even with my background in early childhood development, every day of parenting brings a new challenge that textbooks can't fully prepare you for. In a world of ever-evolving knowledge—where fresh insights emerge almost daily—I'm reminded how vital it is to access trusted information," says Ecaterina.
Ecaterina and her husband approach parenting as a daily dance of shared responsibilities and mutual support. They believe in the power of quality family time, balancing their professional lives with moments of connection and joy at home.
However, the path of parenting is not without its hurdles. For Ecaterina, the most daunting challenge is making the right decisions about her boys amidst a sea of conflicting advice. The internet, parenting books, and even well-meaning friends and family often offer contradictory guidance.
“It can be hard trying to figure out what's best for our children, especially when different sources offer conflicting advice. Navigating the uncertainty while staying confident in our choices is a continuous challenge, but it's also a learning experience,” Ecaterina adds.
Ecaterina's parenting journey started with the birth of her first son during the early days of the COVID-19 pandemic. With healthcare services restricted, she felt isolated. She spent countless hours reading and researching, trying to find the best ways to care for her newborn. It was a time of intense learning and adaptation, balancing her instincts with the myriad of advice she encountered.
In May 2023, while working at UNICEF Moldova, Ecaterina learned about Bebbo, a free parenting support app launched by the organization. Bebbo is a promise of reliable, expert-validated information packed in one place. The Ministry of Health, the Ministry of Education and Research, and the Ministry of Labour and Social Protection validated the content and partnered to promote the app. With over 1,300 articles and videos covering various topics and age groups, Bebbo provides parents with the reliable, expert-validated information they need. The app, which has been downloaded more than 20 thousand times in Moldova, is also endorsed by the Pediatric Society of the Republic of Moldova.
“Healthcare today is more than treating illness; it’s about empowering families to raise healthy, happy children. Technology allows us to extend care beyond clinics, ensuring that every child—no matter where they live—receives the support, guidance, and attention they need to thrive. With Bebbo, we’ve built a bridge between expert knowledge and real-life parenting—bringing trusted health services to the doorstep of every family."— Ninel Revenco, Head of the Pediatric Society of the Republic of Moldova
As Ecaterina prepared for the arrival of her second son, Bebbo was already there to guide her. And when her second son was born, the app quickly became an indispensable part of Ecaterina's daily routine. The app provided tips on managing the transition for her older son and fostering a positive sibling dynamic. It wasn't always easy, but the small, actionable tips made a significant difference in keeping both children engaged and feeling loved. Bebbo has also helped Ecaterina feel more connected to her children's development. The app's expert-backed insights provide clarity and focus, making it easier to support her children's growth.
But Bebbo is not merely a parenting resource; it’s a comprehensive tool that helps parents like Ecaterina actively track and monitor their children’s development. Through features such as vaccination tracker, growth and milestones trackers, and age-appropriate activity suggestions, Bebbo enables parents to support and document their child’s development.
Bebbo is a tool designed to guide parents through every stage of childhood - from infancy to school age. For Ecaterina’s younger son, Bebbo serves as a vital tool for tracking developmental milestones and managing his vaccine schedule. Meanwhile, for her older son, it provides engaging, age-appropriate games and activities that transform playtime into a meaningful learning experience. The app's articles on emotional support are particularly helpful, offering practical advice for managing his heightened emotions.
Using Bebbo has helped improve Ecaterina's interactions with her children. She feels more informed and intentional in her parenting. The emotional support articles have made her more attuned to her children's needs, helping her offer the right support at the right time.
To other parents Ecaterina offers a heartfelt message: "Parenting doesn’t come with a manual, and the conflicting advice can be incredibly confusing and stressful. Every child is unique, and it's important to remember that you don’t need to have all the answers right away. I encourage any parent to access trusted sources like Bebbo. You don’t have to do it all alone—there are resources to help guide you through the journey."
In the end, it is important that societies continue investing in parenting support so that every child can thrive, no matter their circumstances. With Bebbo by parents’ side, they can navigate the beautiful chaos of parenting, confident in their ability to nurture and guide their children through their early years.
In November 2024, Ecaterina joined Bebbo’s Parents’ Council. By bringing together parents from 10 different countries, the Council ensures the app evolves through direct input from its users. This approach to digital development puts parents at the center of the decision-making process, allowing them to shape features and content based on real-world experiences and diverse cultural perspectives. Through this collaborative model, Bebbo continues to adapt and improve, meeting the varied needs of families across different contexts and communities worldwide.
About Bebbo
As of February 2025, Bebbo has been rolled out in 15 countries in Europe and Central Asia, with around million parents using it. With the support of the LEGO Foundation, coordinated plans are in place to further promote and spotlight Bebbo to ensure that it reaches more parents/caregivers in Moldova.
The app can be downloaded for free on the Google Play store or AppStore.
