Virši coffee enthusiasts donate over 17,000 EUR to support SOS Children's Villages

  • 2025-01-20

Energy commodities trader and convenience store network AS VIRŠI-A (hereinafter referred to as Virši) has successfully concluded its charity campaign “We know how to do good!” in collaboration with SOS Children’s Villages Association, raising €17,713.26 in donations. This amount will be fully allocated to the program “When a baby is born” providing emotional and informational support to parents of newborns through PEP (First Emotional Support) mothers.

The importance of this issue is underscored by 2022 Eurostat data, which reveals that over a third of new mothers felt insufficiently supported postpartum. More than 35% of respondents believe support personnel should devote more time to new mothers, highlighting the critical need for focused and sustained assistance for women during the postpartum period.

The goal of the "When a baby is born" program is to create an accessible and welcoming support system for new parents during the earliest stages of their baby's life. Thanks to donations, this initiative is becoming increasingly available to more families, offering vital assistance and fostering stronger connections between parents and their children. Support during a baby’s first six months is crucial for the child to adapt harmoniously to the new world and for parents to feel confident in their abilities to care for their baby. These early relationships significantly impact a child’s overall development.

“‘When a baby is born” is one of SOS Children's Villages Association’s initiatives providing preventive support to families with newborns. Through the program, parents can receive free informational and emotional support from PEP Mothers and participate in support groups. We sincerely thank Virši for their continued partnership and the “We know how to do good!” campaign, as well as everyone who chose to warm up with Virši coffee during the last month of the year. Together, we can help even more parents of newborns become the best parents they can be for their children,” says Ilze Paleja, Director of SOS Children's Villages Association Latvia.

Families can enroll in the program independently, but most often, they are referred by family doctors, maternity facilities, or social services. The overarching aim of PEP Mothers is to foster close, trust-based relationships between parents and their newborns by providing informational and emotional support. Consultations typically take place in the family’s home, which is the most convenient and secure environment for both baby and parents during the first weeks after birth. In some cases, consultations are conducted remotely, making the support more accessible and flexible. The program works with a wide variety of families, tailoring assistance to each family’s unique needs. Special attention is given to single parents and parents who themselves grew up outside family care, providing them with the necessary support and sense of security. In 2024, 271 families across Latvia received support through the program. This included four underage mothers, the youngest of whom was just 14 years old, as well as dozens of low-income families, 12 single mothers, and mothers exhibiting signs of postpartum depression. According to a survey conducted as part of the Latvian SOS Children's Villages Association capacity-building project for 2023/2024 by the Society Integration Foundation (SIF), 98.6% of 142 respondents reported that caring for their children became easier after participating in the program.

“For the second year, we are proud to collaborate with SOS Children's Villages to support families in need. Our actions always leave an impact on the world, and thanks to the involvement of our customers, we can collectively help parents of newborns overcome challenges and create a safe, nurturing environment for their children’s development. We believe that by strengthening families and communities, we are building a better future where every child has the opportunity to grow up with love, security, and care,” says Jānis Vība, Chairman of the Board at Virši.

From November 19, 2024, to January 6, 2025, 3 cents from every purchase of a hot coffee beverage in special SOS Children's Villages cups were donated to support the organization. This initiative resulted in total donations of 17,713.26 EUR. Additionally, donations could be made through special donation boxes or by setting up recurring contributions on the SOS Children's Villages website at www.sosbernuciemati.lv, a practice that can continue beyond the conclusion of the campaign.