UNICEF and NOVA raised nearly 100,000 euros through a joint initiative to support children, the organization announced.

Throughout the day, the media outlet issued calls for empathy and prepared special content for its programs – the weekend morning format "Sabudi se", "Na fokus" hosted by Lora Krumova, and "Novinite na NOVA". The highlight was a special edition of the show "Peshesh ili luzhesh", through which the television station became an active partner of UNICEF.

The special day concluded with the first-of-its-kind charity live broadcast of "Peshesh ili luzhesh". Eight stars and eight children participated, with Dimitar Rachkov serving as the host. The show's advisors also joined in to support children in need.

The funds will be donated to UNICEF programs aimed at children in Bulgaria and around the world. The organization will use them to bolster its efforts to ensure a better future, access to healthcare, education, and protection, as well as more opportunities for the youngest.

UNICEF specified that the raised funds will support programs for the most vulnerable children both domestically and abroad. The goal is for every child to receive a good start in life and access to quality education. Furthermore, children will receive protection from violence and support during crises. The organization added that anyone can become a benefactor through monthly donations.

Earlier this month, Deputy Minister of Foreign Affairs Ivanka Tasheva received the credentials of the newly appointed UNICEF representative to Bulgaria, Mio Nemoto. During the meeting, the two commented on the strong cooperation between Bulgaria and UNICEF, including in the fields of early childhood development, deinstitutionalization, and inclusive education, and discussed how it can be expanded. The conversation also touched upon topics related to the mental health of children and adolescents, as well as their protection from violence, including in the digital environment.