Project - Education for every child



Award for Cause-related Marketing

Project description

Project Aim

In 2020 FANTASTICO retail chain and UNICEF Bulgaria joined forces in the “Education for Every Child” campaign, aiming to raise funds to develop Bulgaria’s first inclusive education digital platform. It will provide educational resources adapted for the needs of each child and will facilitate interaction between specialists (resource teachers, psychologists, speech therapists), teachers, parents and children. According to UNICEF, one in five children with disabilities and special needs are excluded from distance learning and support due to the lack of appropriate learning resources. As part of FANTASTICO’s campaign, customers had the opportunity to donate BGN 1 or a more considerable amount, without being tied to a purchase, and each donation was written on a separate line on the receipt.

Project Target Group

This inclusive digital platform is expected to become operational in 2021, supporting 3,300 children with disabilities, 500 professionals, and a minimum of 200 parents in the first 30 months. Its creators aim to provide long-term, sustainable support, which over time will cover the majority of children with disabilities in Bulgaria, which is approximately 32,000. The platform will be free and will support children, their families, and the professionals who educate them.

Project Duration

"Education for every child" took place between 10.09-14.10.2020 and is one of several FANTASTICO GROUP charity initiatives. The retail chain has become a kind of donation platform, introducing the so-called "active type" donation of BGN 1 supporting various causes. Thus, in just two years, with this type of campaigns, FANTASTICO and the chain’s clients have donated BGN 1,086,022 for multiple projects and organisations such as UNICEF, SOS Children's Villages Bulgaria, I Can Too, “Ole Male”.

Project Activities

The strong communication messages and the daily analysis of the campaign results made by the sales and marketing experts are also part of the formula for the charity initiative’s success. A team of experienced marketers, PR experts, copywriters and graphic designers created many print materials, audio spots and graphic materials for the "Education for Every Child" campaign and implemented a series of communication activities: ● Promotion of the cause in the digital channels of the partners - websites, the social media channels of FANTASTICO and UNICEF Bulgaria ● Print advertising - brochures, posters, shelf wobblers, etc. ● Radio advertising - spots in various radio stations. ● Participation in a TV show - "Before noon" (“Predi obed”), BTV ● Media publications -,,,, and others.

Project Results

BGN 170,476 were donated in support of the "Education for Every Child" campaign by customers of all 43 FANTASTICO stores. With the funds raised, UNICEF, in partnership with the Ministry of Education and Science, will create a platform that will provide educational resources adapted for the specific needs of each child. The platform will unite specialists (resource teachers, psychologists, speech therapists), teachers, parents and children. Videos, study guides and other materials will be tailored to the needs of children. The platform will connect the family and professionals providing support so that children can make significant progress. There will be tutorials, webinars for professionals and parents, live chat and online consultations for teachers, parents and children.