Disadvantaged children have given exciting answers to those questions that the child’s mind always solves with touching innocence. Asked “If you could do one good thing, what would it be”12-year-old Maria, who herself is in a difficult situation and needs support, answered without any hesitation: “To help the elderly”. 7-year-old Iliyan stated even more categorically: “I will save people from evil”. And for 10-year-old Milena, the biggest superhero is Hercules, but besides him, there is one more, unsung from Greek mythology, which she defined simply as follows: “to be a good person”.
These children, as well as many others, have been cared for by the Concordia Foundation for years, providing care and invaluable support to children, youth and families in need. You will find the non-standard answers in the special edition of the magazine “BILLA and friends – for the children of Bulgaria”. The booklet is now available online and in the chain’s larger stores. Filled with inspiring stories and illustrations. They are related to the stories of leaders and beneficiaries of organizations fighting for a better life. These are the “I Want a Baby” Foundation, the “Concordia” Foundation, the “SOS Children’s Villages” Association, the Bulgarian Red Cross and the Union of the Blind. All of them have been receiving the support of BILLA, whose social responsibility “adopts” dozens of public causes and helps significantly for their realization. And here’s what you’ll read about in the magazine:
The greatest gift
“The feeling of receiving this gift – seeing the two lines on the pregnancy test, and then feeling not one, but two hearts beating inside you, can’t be compared to anything else in this world. The birth of my two perfect princesses was with Dr. Persenski and I will be forever grateful to him for his care and warm attitude,” says Gergana Krushovenska in the charity magazine. She had reproductive problems, but thanks to the joint work of BILLA and the “I Want a Baby” Foundation, she was able to go through the necessary procedures – and gave birth to twins.
Her happy story is not the only one: more than 30 healthy babies have been born under the “For more children in Bulgaria” program. And Radina Velcheva, founder of the “I Want a Baby” foundation, spoke in detail in the magazine about the details of in vitro procedures and the steps for approval – from her you will learn useful information for more and more couples for whom such help is sometimes the only alternative.
SOS story
What are the stories of the children who receive the support from SOS villages; and how much love, hope, and a little luck do they need to stabilize their lives and reach a happy ending? Valeria Georgieva, national executive director of “SOS Children’s Villages Bulgaria”, talks in the magazine about the saved lives, as well as how we can support every SOS story. The organization recently had its 30th anniversary – a mature period, quite enough to trace what happened to the now grown children.
In the magazine, you will also learn more about the summer academies that SOS Children’s Villages organizes together with BILLA – events that cause great excitement and joy. “I myself am delighted with the effect of this initiative, with the wonderful organization of the routes and the educational elements in the program. The events are attended by families with whom our counseling centers work on the support programs. The benefits of the academies are many, they ensure a full time of free time, a cultural-educational program and create wonderful summer memories for the participants,” shares Georgieva.
And in the charity booklet produced by BILLA, children are present in the most natural way for them: with art. Their talented drawings have graced the pages of the magazine – be sure to check them out.
The charity magazine was drawn by children from SOS children’s villages
Donation – rooted in our folk psychology
The joint activity of the Bulgarian Red Cross and BILLA, who meet for a common cause with the “Buy and donate” initiative, has achieved results that are more than impressive. And when it comes to a food cause, the most indisputable marker of success is the numbers.
“In 2023 alone, more than 18 tons of food were collected and distributed. With them, 2,200 vulnerable Bulgarian citizens and nearly 80 social institutions with a total capacity of 3,800 people were helped,” says Academician Hristo Grigorov, chairman of the Bulgarian Red Cross. “Donation is an act of human solidarity, humanism and nobility. It is deeply rooted in our folk psychology. The Buy and Donate campaign is a good example of successful cooperation between the corporate and non-governmental sectors and can serve as a model for other similar initiatives.” says Grigorov.
Academician Hristo Grigorov from the Bulgarian Red Cross reports exceptional success from the joint campaign with BILLA “Buy and donate”
The success that has been achieved with regard to people with visual problems is also high. With the joint efforts of BILLA and the Union of the Blind to distribute 70,000 educational books “When you are with blind people” at the checkout counters. And BILLA is also the first chain in our country to introduce an assisted shopping policy by training its employees (more than 3,000 have already passed the training) on how to communicate with visually impaired people.
“These are thousands of human destinies that have been touched by the power of one outstretched hand at the right moment.
…Each human story is unique, bright and inspiring in its own way”, summarizes Vigintas Shapokas, executive director of BILLA Bulgaria.
Vigintas Shapokas, executive director of BILLA Bulgaria
