Viruses do not discriminate. However, the impact of the pandemic amplfied the existing inequalities, affecting the most vulnerable groups.

This is where the IRIS Program comes in. The program was established by the Bulgarian Donors' Forum, the National Network for Children, and the Workshop for Civic Initiatives Foundation (WCIF). IRIS started with one main goal in mind - to build a society in which every child grows up in a family, and orphanages are a thing of the past.

The IRIS Program strived to provide financial resources as emergency aid for underpriviliged families, disproportionately affected by the pandemic.

Our goal was to highlight the work done by the NGO sector for the survival of the most vulnerable groups - underpriviliged children and their families at a time of unprecedented crisis. We also wanted to achieve a long-term positive image of the in the context of their contribution to overcoming the consequences from the pandemic.

The problem ahead of us - the skepticism and common misconceptions about NGOs, as well as the widespread feeling of financial dissatisfaction. The latter is often amplified by fake news, political populism, and racism towards ethnic groups.

In order to be as effective as possible, we divided our communication platform into two main directions: IRIS' activity, and the impact poverty has on the social environment.

We strived to enhance the sense of transparency => efficiency => usefulness of the NGO sector throguh IRIS' activity. We used specific targeting according to education, interests, and geo-targeting, and followed the results in order to optimize our communication.

As for the colors, we chose to use blue and purple, representing the colors of the plant. Blue is a symbol of piety, sincerity, loyalty, and inspires confidence and wisdom. Purple, on the other hand, combines the stability of the blue and the energy of the red, and is a symbol of ambition and wisdom. Apart from the main color scheme, we used contributing colors like light blue, black, and gray.