Past campaigns

Marketing with a Cause at Venus Concept

The work of the Cedar Foundation was the main charity cause supported during the International Beauty Business Conference. The slogan of the conference was “We believe that by donating a single drop of hope you eventually create a sea of love.” The conference was held at the end of October at Kempinski Hotel Grand Arena Bansko. Cedar Foundation was invited as a guest and attended together with eight children and youngsters from one of the family houses in the town of Kazanluk.


The company which organised the three-day conference was Venus Concept Central & Eastern Europe. They supported Cedar Foundation’s cause by donating 5% of the overall sales of beauty equipment during the event. This donation is planned to be put in extracurricular activities and therapeutic sessions for children and young people looked after by the Cedar Foundation in their family houses.


Alexandrina Dimitrova, the CEO of Cedar Foundation, wishes to thank the organisers and the attendees of the event for choosing to support Cedar’s work. “Our teams provide more than 100 children and youngsters living in Kustendil and Kazanluk with 24-hour personalised care and specialised support. We strive to create a safe environment for them to grow feeling loved and supported as well as to help them discover their talents and develop their skills,” says Alexandrina.


During the conference children and youngsters from the family house in Kazanluk presented a few musical performances they have been putting together and rehearsing with the help of Mr. Dimitar Gaidarov, their music teacher, conductor, and composer. All attendees of the conference were really excited to see them singing and playing various instruments and decided to support the cause with a donation too. The video I am the child, featuring children and youngsters with special needs living in the family house in Kustendil, gave them more information about the work and goals of Cedar Foundation. The attendees were really touched by children and youngsters’ talents as well as impressed by the care with which they are being raised in the family houses.

Miro, a prominent Bulgarian singer, was the special guest of the event. All children and youngsters were thrilled to hear him sing live. He performed famous folklore songs especially for them, sang together with them and taught some of the children how to sing with microphone. Children were over the moon for being so warmly welcomed by the conference attendees as well as for meeting with Miro, speaking and singing with him. The event’s photographer got one of our youngsters enthusiastic about photography by showing him the ropes.

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