The children's healthcare in Bulgaria has a long way to go in order to improve the facilities and very often the relationship between the participants in the childrens’ treatment process which does not meet the highest international standards. Through its Christmas campaign A1 supports childrens’ healthcare because we believe that it is an essential cause. We share the view of „Firefly“ that this change could be done by totally reshaping the environment within children wards. With the funds raised, we want to renovate the space so that it meets the current needs, provide medical equipment and apparatus which are crucial for the normal operation of the ward, and last but not least – to motivate all participants in the treatment process to put children and their best interest in the center.

The project will provide funding for positive changes in the physical space and the emotional environment of a childrens’ ward in a public or municipal hospital in Bulgaria. The medical staff working on site, the parents of the young patients, but primarily the children being treated will benefit from the project. It contributes to the children healthcare development in a region of Bulgaria and its overall perception. The campaign also targets A1's customers with helping to raise the fund needed

A1 has traditions in empowering sustainable projects. As part of the social aspect of our ESG strategy, we put people at the centre of everything we do, supporting vulnerable groups in society, focusing particularly on children. The fundraising and communication campaign was between 14.11.2022.-31.12.2022 so the accepting applications from medical institutions. The donation has been already made and the Foundation is currently evaluating and selecting the ward which is going to be renovated.

A1 has launched a campaign where it rounded up all private customers’ invoices paid through My A1 to a whole BGN and donated the amount raised during this period to „For the Good“ Foundation. Meanwhile the Foundation has opened wards application process and it is currently evaluating the applicants. The campaign was communicated through almost all channels, actively using all A1's and Foundation's own channels. In this period •291000 payments in My A1: 9%+ sessions, 5%+ unique users, 5%+ payments •2600000 SMS sent •Digital advertising reached 200000 users with 1.5 million impressions •22 posts in the A1 and Foundation`s profiles with 800000 impressions, reached 415000 users, shared nearly 40 times •The TV ad was broadcasted over 3100 times on 31 channels •There are 152 publications in traditional print and online media •The radio ad was aired 532 times in 6 radios •The webpage a1.bg/donation has 20000 unique visits •Digital advertising in A1 stores reached 800000 people •The project is presented in A1 monthly catalogue with a circulation of 75000 •The project is communicated through banners at the homepages of My A1 and a1.bg •The info was sent to all municipalities

The campaign in favor of „Firefly“ is changing the environment of a padiathric hospital by building up a friendly place for healing, showing empathy, partnership and mutual trust. "Firefly" identifies needs, provides functional solutions, creates comfort zones and reduces stress which makes the treatment more effective; It also unites communities of volunteers & citizens around the cause. The first „Fireflies“ showed instant positive change in the attitude of all parties in the treatment process, but the physical change contributed with: •Painted thematic walls of rooms, medical offices, manipulation rooms •Personalised spaces where children feel cozier •Fully equipped parents’ spaces •Modern corners for eating, playing & learning •Medical equipment to raise the quality of treatment