There is no greater mission for a mother than protecting and trying to ensure the best future for her child. A life’s work which has become even more complex and challenging with the outbreak of the global pandemic in 2020.

The COVID-19 crisis has had a deep impact on children, families, communities and societies all over the world. The coronavirus has torn children’s lives apart: all over the world’s children they have been affected by disruptions like school closures, with the risk of a deviation from the path of education, stretched health systems, lost livelihoods and restricted access to nutritious food.

Now, in consideration of the COVID-19’s significant consequences on the children’s lives, has become more important than ever for Bvlgari and Save the Children, protecting this generation- and its chance to have a happy present and a better future.

#PROTECTAGENERATION represents their joint answer to counter a potential intergenerational catastrophe, an approach reaffirming their 12-year long commitment in the key fields of Education, Fighting Poverty, Youth Empowerment and Emergencies, while adapting the area of action to contrast the negative socio-economic impact of the pandemic and aligning it more and more to Bvlgari’s Corporate Social Responsibility global strategy.

To date, the successful sales of the custom-made Save the Children jewellery collection have helped to raise more than $100M globally, primarily invested to guarantee quality education as an indispensable premise for development. Other key areas of intervention are youth empowerment, providing adolescents with the practical skills they need to find a job and earn a living, emergency response and the fight against poverty through targeted programs in the communities.