The project aims to reduce the number of abandoned children in the country by supporting families at risk and enhancing the knowledge and skills of parents. For each download of the A1 SmartAD application from clients A1 Bulgaria donated 1 lv to the National Foster Care Association. The funds were invested in the training of experts and the creation of a mobile center to help at-risk families, which will work across the country, so that children will stay with their parents and attend school.

With the project we will support 200 families and children at risk in the country, who thanks to the help will stay with their native families. The project also engages A1 clients to help raise funds, and NFCA specialists who provide support to families in need.

The project is part of A1's long-term partnership with NFCA to support the development of foster care in the country. Annual joint initiatives include a foster care camp, school supplies for foster care students, career consulting and annual awards for contributing to foster care.

In May 2019, A1 launched for the first time globally, innovative free app A1 SmartAD for advertising content and started the “Watch Ads with a Cause” campaign. The app was actively communicated through A1's digital channels, А1 monthly catalog, Google Play Store (over 150000 downloads), through employees in company’s stores and it was positioned at a charity cinema screening. Among the visuals was a video with the President of the NFCA, in which he talks about the cause and about A1 SmartAD. For each download of the mobile application in the first three months A1 donated 1lv to support the initiative and Bulgarian families - a total of 94000lv. At the end of 2019, 11 foster parents completed a 7 month training to be a “Social Work Assistant”. They will provide families in poverty who are at risk of abandoning their children, emotional support, training for better care, escorting to various institutions and mediation with the health and education systems.

Investing in early childhood and supporting families in order not to abandon their children is a long-term investment for the economy, social policy, health and education. The separation between children and their parents, for the sole purpose of poverty, has a detrimental effect on the children and their families. A1 and NFCA invest 94000lv in 200 families across the country, which in the long run will have an impact on children and their development as individuals.