PROMYANATA (Game Changers) is the biggest socially responsibile initiative of Nova Broadcasting Group, which has been implemented in partnership with the Reach for Change Bulgaria Foundation since 2014. Its aim is to improve the lives of children in Bulgaria by discovering motivated social entrepreneurs and helping them turn their ideas into practice.

All six editions of the initiative so far have given a chance to a total of 26 organizations to unfold their ideas and support over 200,000 children and youth all over Bulgaria.

In 2020, as part of the Special Edition of PROMYANATA, Nova Broadcasting Group and Reach for Change Bulgaria are joining their efforts and resources with ING, Aurubis Bulgaria, and NN Bulgaria to support children and youth that have been most affected by the COVID-19 crisis.

Every year, Nova Broadcasting Group invests BGN 190,000 in the initiative and provides media support to all finalists. Meanwhile, employees of the media become mentors of the social entrepreneurs, sharing their business experience, and giving them strategic advice.

The mission of Reach for Change Foundation is to unlock the power of innovation and entrepreneurship in an effort to create a better world for children. The foundation was set up in 2010 in Sweden and since then it has supported over 1,000 social entrepreneurs in its Incubators in Bulgaria and another 15 countries across Europe, Asia, and Africa.

For the past six years, PROMYANATA (Game Changers) has received fourteen awards, distinguishing its contribution to the development of charity and its innovative approach. These include the big award of the Bulgarian Business Leaders Forum for Investor in the Society, the award of the Bulgarian Ministry of Labour and Social Policy for Social Innovation, related to Social Inclusion, three-time winner of the award for Most Sustainable Donation Campaign of the Bulgarian Donors Forum, winner of the Voluntary Initiative award of the Lale (Tulip) foundation and the National Alliance for Voluntary Action, number one in the category “Campaign, Implemented by an Internal PR Department” at the awards of the Bulgarian Association of PR Agencies. What's impressive is not only a large number of the awards but also the fact that they have been given by such various organizations and institutions – media, ministry/government institutions and some of the biggest NGO networks, influential businesses and donor associations.