Project - Giving Friday



Award for Cause-related Marketing

Project description

Project Aim

In recent years, an alternative to the consumer spirit of Black Friday is for global brands to stand behind the idea that Christmas is primarily time to donate. dm also supports this initiative for the second consecutive year and donated 3% of its daily turnover to SOS Children's Villages for the benefit of the Mother and Baby unit in Gabrovo, which provides temporary accommodation to pregnant women and mothers at risk. Through the campaign in dm on November 27, 2020, customers and a retailer together reached out and showed that this particular Friday is a time not only to receive, but also to give.

Project Target Group

The campaign is aimed at society and aims to focus the public attention to the need to participate in various social initiatives. By donating a percentage of the turnover on a particular day, dm makes each of its clients involved in a charitable cause to provide financial assistance to SOS Children's Villages, thus helping to unite efforts to support those in need.

Project Duration

Giving Friday is held for the second consecutive year in all stores of dm Bulgaria. In 2020, 3% of the turnover on 27.11.2020 was allocated for SOS Children's Villages, Mother and Baby unit in Gabrovo. dm also supported SOS Children's Villages with the social campaign "Give love with babylove" in 2019, when within 5 months of each purchase of selected products from the dm brand babylove, 0.30 BGN were allocated for donation.

Project Activities

The Giving Friday campaign was promoted through all communication channels of dm Bulgaria - articles on the website, Facebook and Instagram posts and ads. Advertising materials in all dm stores. TV and radio commercials on the most popular national broadcasts. Posts with articles in the channels of dm's media partners -,,

Project Results

With the help of its customers, dm managed to donate BGN 17,000 to SOS Children's Villages, collected by providing 3% of the daily turnover of all dm stores from 27.11.2020. The donation is aimed specifically at the Mother and Baby unit in Gabrovo. This financial support supports the day-to-day costs of the center, which aims to prevent the abandonment of babies and young children by their mothers, as well as to support vulnerable pregnant women and young mothers through social, psychological and legal counseling.