The initiative is long-term and supports the foundation "Life with Down Syndrome". It is a foundation that is entirely for public benefit, protecting the interests and rights of people with Down syndrome. Our partnership with the foundation started in September 2017, when we opened our 70th store in Varna. Part of the store's turnover on opening day went to benefit the foundation. Our last donation campaign in their support was connected with the opening of our 100th store. On the occasion, we made together a special series of anniversary socks, with a design in the colors of dm. All funds from the sale of these socks – over 25,000 leva - were donated to the foundation. As of 2018, every summer in all dm stores we conduct a donation campaign in favor of "Life with Down Syndrome".

The campaign is entirely focused on supporting children suffering from the most common genetic abnormality. With this initiative, we are trying to focus on a large social group and improve their conditions and integration in society. In particular, during our summer campaign, for every purchased sun protection product with dm SUNDANCE brand, 0.10 leva is donated to the foundation. For six years dm Bulgaria has been one of the main partners of the cause.

As a social responsible company, it`s important for us to act as a model and to push people towards social causes. An example of this is our long-term support for the foundation “Life with Down Syndrome”. For six years now, dm Bulgaria has been one of the main partners of this social cause. In the last financial year, two major campaigns were organised. With campaigns such as our fundraisers to support the foundation, we contribute to our development as a deliberate community.

In the past year we realized two successful fundraising campaigns for the foundation “Life with Down Syndrome”. The first took place between 01 May and 31 August 2022 and for every dm SUNDANCE brand sunscreen purchased, 0.10 leva was donated to the foundation. The donation supports various projects of adapted swimming, physiotherapy, art therapy and music therapy for 50 children with Down syndrome from different cities in Bulgaria. In addition to the financial donation, we also prepared an item donation for the summer camp that the foundation organizes. The second important initiative is the partnership on the occasion of the opening of dm store №100. On this occasion, a special series of patterned socks wере made, the design was inspired by the anniversary. 100% of the sale of each pair went to support the foundation. To promote both campaigns we concentrated on 360 degree communication. In 2023 we will also implement this campaign in the period from 01.05. to 31.08.2023. Consumers and our business partners can expect that we will continue to be socially engaged. We never forget who is at the centre of our work - the individual.

The funds raised from both campaigns will support activities such as adapted swimming. This project organizes free swimming training for children with Down Syndrome in several Bulgarian cities. Swimming is important for their development because it stimulates physical and psychomotor development, improves coordination, the nervous system, blood circulation, breathing, strengthens the bone system and immunity. Another of the initiatives is music therapy, which benefits coordination, dexterity and concentration. These initiatives of the foundation need funding throughout the year, because if children do not continue their activities, they will lose the progress they have made. The total amount of donations in the years 2017-2022 to Life with Down Syndrome exceeds 80 000 lv.