CSR
Over 50% of premature kids face long-term medical problems (learning difficulties, motoring problems, adaptation, etc). 75% of the parents did NOT receive any psychological support. More than 6 000 Bulgarian families are affected annually.
As the Foundation is an NGO, thus not having a lot of financial resources, the strategy was based on creation and popularization among the public audience a donation campaign called “The great miracles for the tiny heroes”.
Not only that Chapter 4 Bulgaria executed the campaign pro-bono, but we attracted 17 key media partners (TV, online, offline, radio, etc.) as well as pro-bono subcontractors to organize 2 events and influencers & celebrities to be the campaign ambassadors and help to promote its messages.
A special donation platform was developed to raise money for 3 dedicated causes and anyone can choose which cause to support:
1. donate life-saving equipment to premature babies;
2. build family rooms in hospitals;
3. support the family center Tiny Wonders - complex support for early childhood development.
Working with a video producing company we developed 1 official TVC of the campaign and 10 SM videos of ambassadors. We developed various posters, brochures, web banners sizes for media partners and a special donation platform where anyone could choose which cause to support, a DMS number for people who prefer to donate with SMS.
36 ambassadors were attracted and helped promote the charity call. They are one of the most popular and famous Bulgarian artists, actors and actresses, influencers, radio and TV hosts, sports gymnastics, singers, models, etc. Among them are Mihaela Fileva, Magi Dzhanavarova, Dimo Stoyanov from PIF, Slavin Slavchev, Ivo Arakov, Bilyana Yotovska, Niki Kanchev, Iva Ekimova, Dilyana Popova and so many more who post on their own social media channels and gave interviews on the topic. With the 10 most popular of them, we shot short videos for their social media channels to spread the message.
We organized 2 main events – announcing press conference and charity “Evening of the Miracles” with the support of our partner network.
