The #steniskanabala campaign – now recognized as one of the longest-running and most sustainable charitable initiatives in our country – marked the end of its 12th season, symbolically its own "graduation" year. This year, the organizers returned to the root of the idea: not what we will wear to the prom, but whom and why we are helping. The cause remains the same – supporting young people without parental care as they take their first and most important step toward a better future: starting university.
22 young freshmen receive a chance for a new beginning
Moto-Pfohe organized the entire fundraising and procurement campaign, DHL Express Bulgaria ensured that every single T-shirt reached its donor, and the Bulgarian Red Cross – Sofia managed the entire recruitment and evaluation process for the candidates. The result is impressive: 22 new students will each receive 3,800 BGN for their first year in higher education. Among them are young people from Sofia, Nedelino, Shumen, Samuilovsko, and other parts of the country. This fall, they cross the thresholds of Sofia University, Plovdiv University, NSA, the Technical University, specializing in architecture, healthcare, philology, and more.
12 years of dedication – over 850,000 BGN and more than 340 scholarships
Since its launch, the campaign has raised over 850,000 BGN, which has funded more than 340 individual scholarships for graduates without parents. In 2025 alone, the collected amount reached 99,000 BGN, thanks to several types of support:
- 16,000 BGN and 460 ordered T-shirts from participants and companies,
- 83,000 BGN in corporate and personal donations,
- which together form the budget for 22 new scholarships.
Behind the success are people, companies, and commitment
As every year, the campaign relies on partners without whom its implementation would be impossible.
Moto-Pfohe created a new website with functionality that allows everyone to unleash their personal creativity, thus democratizing and personalizing the design of the 2025 T-shirt series. DHL transported over 750 T-shirts in just two months. BRC – Sofia carried out the precise selection of the scholarship recipients. The creative design and mechanics of the 2025 T-shirt are the work of guts&brains DDB.
The long-term support of the Pfohe family – Philip and Petra, as well as the commitment of Atanas Furnadzhiev and Dimo Nikolov from Moto-Pfohe, continues to be the engine for the initiative's stability. Corporate donors this year include Fantastico, EasyPay, Sladeya, biotrade, Premio Travel, Express Logistics, Car Transporter, Huvepharma, Generali, Chernomorsko Zlato, ASP, Cleantech, AT Engineering, Radilia Business Consult.
Curious stories behind the campaign
The 2025 campaign also brought several memorable facts.
The most ordered design among influencer T-shirts was that of Alena Vergova – a young talent, actress, and DJ. In second place is the community "Polozhenieto e Maiko Mila," which for another year proves the power of female solidarity.
The most active corporate supporters in terms of T-shirts ordered were Sladeya (over 55 pieces), followed by the travel company Premio Travel.
A strong impression was made by the story of twins Nikol and Katrin – scholarship recipients from 2024, who personally spoke about the effect of the initiative from the 11th season. However, despite an invitation to participate in the bTV morning show, they chose to dedicate themselves to their studies – they had lectures! In their place on air, host Olya Malinova stood behind the cause, wearing her personalized T-shirt... with a little raspberry.
New corporate partners – Fantastico, EasyPay, biotrade – together provided over 150 T-shirts through their employees.
Among the donor schools, names like the American College, the Sofia High School of Mathematics, and high schools in Varshets and Chirpan shine bright.
A look toward the next season
Following the anniversary finale, the campaign is already looking ahead. The organizers promise that the next season will be "even better, even more inventive, and even more focused on the goal" – to give a chance for education and an independent life to young people who grew up without parental care.
