In June 2023, BTL Industries launched a special competition for young talents “Why Bulgaria?“ in the fields of music, visual arts and literature. The project was initiated on the occasion of the company‘s 25th anniversary in the country and as part of BTL‘s long-term socially responsible strategy to support the development of education in Bulgaria. The competition aims to create a platform for the development of talented Bulgarian children, to encourage their potential and to educate them in love and pride for their homeland and its traditions. With “Why Bulgaria?”, BTL also aims to showcase the endless development opportunities that Bulgaria offers, and thus motivate the young generation not to emigrate, but to stay and contribute to the prosperity and positive change in the country.

The project targets at external audience - children from all over Bulgaria aged from 4 to 18 with creative skills in music, visual arts and literature, as well as their parents, and over 500 applications were received. To promote the competition and reach the target audiences, the following activities were done: an official competition website, media publications, a digital Facebook campaign, information flyers, live presentations in schools, emailing to kindergartens, schools and high schools.

The project lasted 5 months, starting on 1st of June. The official award ceremony took place in October in Plovdiv, where an exhibiton of the best works from the competition was organized. The project is part of BTL's long-standing socially responsible strategy to support education. The company is among the main partners of dual training in the country and supports the development of practical skills from an early age in order to break the strereotype of what working in manufacturing is like.

The pilot edition of “Why Bulgaria?” was extremely successful – over 500 children took part in the competition and demonstrated with their talent and creativity the beauty of Bulgaria, its value and potential. Due to the large number of applications received, BTL decided to double the number of prizes and have 6 winners per category i.e. 18 in total. For greater publicity and promotion of the talent of the contestants, the project ended with a business forum “Why Bulgaria?” in Plovdiv, as part of which a special exhibition of the best works of the contestants and an award ceremony were organized. The forum brought together the managers of some of the largest companies to discuss the opportunities and prospects for business and career development in the country. Over 150 government and business representatives, students and teachers attended the event. Among the official guests were Edvard Kozusnik, Deputy Minister of Industry and Trade of the Czech Republic, and Ivaylo Shotev, Deputy Minister of Economy and Industry of Bulgaria. The project “Why Bulgaria?” was organized with the media support of bTV Media Group and received wide media coverage.

The first edition of “Why Bulgaria?” was extremely successful - over 500 children aged 4 to 18 took part in the competition, inspired to create on the topice “Homeland through my eyes” and “Why should I stay in Bulgaria”. Thanks to the promo campaign, incl.: - Digital campaign on Facebook and Instagram - Media articles and banners - Special exhibition with the best works - An official award ceremony and a concert with the winners in the Music category, the talents of the competition received well-deserved public attention, which inevitably boosted their self-confidence. The project took place with the media support of bTV and received wide media coverage of over 50 publications.The digital campaign also achieved impressive results: a total of 515,275 impressions, 152,929 unique users