"Sneaker Day" is a socially responsible campaign that fights the sedentary lifestyle in Bulgaria by motivating people to think about their health and include sports in their daily lives. The campaign calls on as many people as possible to use their MultiSport cards on a certain day, donating BGN 1 for everyone who does so in support of disadvantaged children and youth. In this way, the company achieves another goal - to promote physical activity, sports and an active lifestyle among vulnerable children and youth, including those with intellectual and physical disabilities.

The project has two target groups. One of them is the employed people in Bulgaria that are targeted through their employers - corporate clients of Benefit Systems Bulgaria and who are MultiSport card users. These are over 3,000 companies and over 100,000 users. The other target group is disadvantaged children and young people that the company targets through its partners from the non-governmental sector - about 100 children and young people in need, including with disabilities.

"Sneaker Day" is being held for the 5th year in a row. The campaign takes place within 1 day - the first spring Friday, but its promotion begins at least a month earlier. The results for vulnerable children and youth - purchase of sports equipment and organisation of sports camps take place immediately after the campaign. Every year the financial result grows, which means that more people are playing sports and the campaign's support for disadvantaged children and young people is sustainable.

Communication materials were created for the charity campaign, which were distributed during a large-scale digital campaign involving various communication channels: social media, online media and an internal newsletter to the company's corporate partners and their employees. In addition, advertising brochures and stickers for the campaign were placed in sports facilities - partners of MultiSport. The project's NGO partners also promoted the campaign and encouraged their donors to get involved through social media and an internal newsletter. Due to the great success of the campaign, Benefit Systems Bulgaria was able to support three organizations working with vulnerable children and young people, including with disabilities, which is more than the originally set goal. The funds were used to build an adventure park in a children's kindergarten in the village of Dren; sport outfits were purchased for youth from family homes and a kayaking adventure camp was organized for children deprived of parental care from the Cedar Foundation’s family centers. In addition, the rest of the collected funds were invested in a new therapeutic center in the city of Varna.

The campaign raised BGN 23,403. This is a 45% increase compared to the funds raised the previous year. 23,403 people did sports with MultiSport cards on "Sneaker Day", which means that the number of participants also increased by 45% compared to 2022. While taking care of their health, the participants also contributed to sports becoming more accessible to vulnerable children and young people. Thanks to the funds from the campaign, opportunities for physical activity were provided to 100 children and young people - by building an adventure park, buying sports outfits, organising a kayaking adventure camp and supporting a new therapeutic center for children with disabilities. All this created positive emotions that supported the development of vulnerable children and young people.