Today, millions of consumers around the world are feverishly following the offers of the big retailers. To encourage more people to shop, retailers are offering big discounts only available on that day. In order to counter this Black Friday consumerism, we at dm stand behind the idea that Christmas is above all a time to give. That's why, from 2019, we're not doing Black Friday, but Giving Friday and donating a percentage of our daily turnover to a good cause.

The target group is all people who feel like givers rather than discount seekers. The project is aimed at changing consumer understandings and throwing in promotion shopping. Since 2020, all funds raised from Giving Friday are donated to SOS Children's Villages Mother and Baby Unit. With each passing year, we see that people embrace the idea and want to do a good deed with their purchase. The campaign is communicated through 360 degree communication on all our channels.

Social engagement has always been a top priority for dm. Our projects are united under the slogan: For a better world. {Together} Since 2019, on the day when all brands are racing to offer discounts and boost consumerism, we at dm donate a percentage of the turnover generated in all physical stores, online and via dm-App to a good cause. For four years, all funds raised from the big shopping spree go to the SOS Children's Villages Mother & Baby Unit.

We at dm aim to achieve 360 degree communication in the promotion of our campaigns. For the 2023 initiative, we had POS materials prepared – A1, basket and trolley posters and wobblers. We had also an active radio and TV advertising. The campaign was also communicated across all our online channels - Facebook event, Facebook and Instagram posts, Story. In addition to our social media, we had an article on our website, information in our online magazine ACTIVE BEAUTY and in the Newsletter and a notification on dm-App. To promote the initiative even more, we prepared 3 PR publications in online media. All funds raised since 2020 have been donated to support SOS Children's Villages Mother and Baby Unit. SOS Mother and Baby Unit provides temporary accommodation for up to 6 months to pregnant women and mothers at risk of abandoning their children, promotes parental attachment, supports young mothers through social, psychological and legal counselling and support. The overall goal of the programme is to prevent the abandonment and institutionalisation of children aged 0 to 3 years and to protect them from situations that threaten their safety, health and development up to six months.

With our long-standing support to SOS Children's Villages, we care for the most fragile, namely children. In 2023 30,000 lv were raised and donated to the organization. After this donation we have been awarded as a Gold Corporate Partner - this means that donations made from our campaigns are worth over 100,000 lv. By donating to the association, dm contribute to providing a family and healthy environment for children deprived of parental care or who are and are at risk of losing the protection of their parents. The association also helps to promote parental attachment and support young mothers through social, psychological and legal counselling and support. The funds are used to provide quality accommodation, food, medical and psychological assistance