Project - You and Lidl for a better life

Company

Lidl Bulgaria

Category

Investor in Community

Project description

Project Aim

The initiative aims to fund socially significant projects of civic organizations across the country to empower people from different regions to have a better and more fulfilling lifestyle. In 2021, the 4th edition of the initiative took place, investing in 3 thematic areas of support: education, environment, culture and historical heritage.

Project Target Group

Direct and indirect beneficiaries are all the residents of local communities, civic organizations and clients. We reach them through advertising and PR campaign. Over 1158 applications have been received from 297 settlements during its 4 editions – the most recognizable among organizations.

Project Duration

The program is implemented in an 18-month period: - 6 months of program planning, regular consultations and feedback from Workshop for Civic Initiatives Foundation (WCIF); fund raising campaign; overall process for selection of funded projects; - 12 months for implementation of funded projects

Project Activities

In 2021 the following activities were carried out: • Impact Map with circulation of 107,000 copies - it shows the number of direct and indirect beneficiaries of the program for the period 2017-2019. The Map was distributed to our customers in all 107 Lidl stores, as well as through our online channels, press releases and media publications. • Series of 3 videos presenting the successful results of some of the implemented projects in the fields of "Education", "Environment", "Culture and Historical Heritage" - published on Youtube, WCIF website, social media and PR materials. https://www.youtube.com/watch?v=s-zBpuUJW7Q https://www.youtube.com/watch?v=M4auGKzVO3k https://www.youtube.com/watch?v=tSLzt8ZlxxY • Online event for media and NGOs to announce the winning projects - 238 participated in the event online. • Advertising and PR campaign: branding in stores, communication in a brochure, newsletter, Lidl Plus mobile application, 6 press releases, 157 publications and materials in national and regional media, 24 posts on Lidl's social channels.

Project Results

For the 4 editions (2017 - 2021) over BGN 715,000 were donated in support of 96 organizations from all over the country. With the forecast for 2021, the target direct and indirect beneficiaries for the 4 years are expected to reach nearly 400,000 Bulgarians from all over the country. Some of our projects: the first specialized robotics classroom teaches future programmers in Silistra; 2,000 children learn how to be tolerant of blind people with guide dogs, an endangered species such as the Lesser Kestrel has been saved from extinction. The PR campaign reached over 340,000 people.