June 2, Orange, a major bookstore chain, has renewed its partnership with UNICEF to support children’s education in Bulgaria. Their joint effort, under the slogan “Literacy is a superpower,” focuses on improving literacy and promoting early reading habits.
The collaboration aims to make reading a central part of children’s development. It will help provide more high-quality books for young readers and encourage them to read more often. The project also focuses on developing critical thinking, analytical skills, and the ability to process information.
But children are not the only focus. The program will also support teachers, parents, and other adults so they can better guide children through the reading process. This joint effort backs the ongoing work of Bulgaria’s Ministry of Education and Science and UNICEF to ensure inclusive, quality education—especially for children from marginalized communities.
Orange will donate funds to support kindergartens and schools in selected pilot areas. These donations will help create reading corners, libraries, and reading clubs. The initiative will also set up literacy-focused communities and training programs. Thousands of children will take part in literacy activities and community programs designed to improve both reading ability and interest in books.
The project also aims to shape future education policy in Bulgaria. UNICEF hopes the changes will have a long-term impact by improving teaching methods and pushing for supportive legislation.
Why the Focus on Literacy?
Recent studies show that many Bulgarian children struggle with reading and understanding texts. This issue affects their ability to use what they read in real-life situations.
According to the 2022 Programme for International Student Assessment (PISA), 53% of ninth-grade students in Bulgaria lack basic reading skills. National testing in 2024 also showed poor results—about 8.5% of fourth graders performed below expected levels. These results highlight what experts call “educational poverty,” where children—especially by age 10—fail to read and understand simple stories.
A new UNICEF report on global child well-being placed Bulgaria at the bottom among 43 EU and OECD countries in terms of children’s academic skills. Only three countries—Colombia, Costa Rica, and Mexico—ranked lower.
A Shared Commitment to Children’s Futures
Christine de Bruyne, UNICEF’s Representative in Bulgaria, stressed the importance of the initiative.
“Every child has the right to a quality education. Literacy is the key to a world of opportunities. It’s more than reading and writing. It’s the basis for confidence, critical thinking, and dreaming big,” she said. “We’re proud to work again with Orange to spark children’s interest in books and help them apply what they learn to real life.”
Orange has worked with UNICEF for 12 years. Thanks to its commitment and the support of its customers, the partnership has raised nearly one million Bulgarian levs.
The company sees this work as part of its mission.
“At Orange, we believe business should serve a purpose,” a company spokesperson said. “For more than a decade, we’ve been involved in education and early development projects. Reading builds values, shapes thinking, and teaches right from wrong. We’re proud to support UNICEF and will continue to prove that business can drive lasting change.”
From June 5 to 15, Orange customers can also support the initiative by donating at the checkout counter in any of the bookstore’s locations. Every contribution will help bring quality education closer to every child in Bulgaria.
