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🇱🇹 Lithuania /Good News

Helping children today means investing in Lithuania’s future, Maxima says

From Delfi · () Lithuanian

Translated from Lithuanian and summarized by DistantNews. Read the original for the full story.

At a glance

Press release Named sources New plan
  • Maxima says it is continuing its partnership with Vaikų linija to improve children’s access to emotional support and make that help more visible.
  • The retailer works with 12 long-term nonprofit partners and has run the Lietuvos Maximalistai scholarship competition for 24 years.
  • The September 4 Už vaikus concert in Vilnius will call attention to children’s emotional well-being and the importance of being heard.

For Maxima, helping children is not limited to one donation or one organization. The Lithuanian retail chain says its focus on children and young people reflects a broader responsibility for the kind of society Lithuania will build.

The company’s partnership with Vaikų linija began last year. At the start, Maxima supported the training of volunteers who provide emotional assistance to children and helped publicize the possibility of seeking support. This year, the partnership continues with the same goal: making emotional help more accessible and visible.

Children need different things. One needs someone who will listen, another needs encouragement to study, develop a talent or not give up on a dream.

· Ernesta VareikytėMaxima’s head of media relations explained why the company focuses its social responsibility work on children and young people.

Maxima says it currently works with 12 permanent nonprofit partners. Some relationships have lasted more than a decade. The organizations support children and young people who are ill, have individual needs, live in care homes or face other difficulties.

We cannot know what path a child growing up today will choose, but we can help give that child more opportunities to discover it.

· Ernesta VareikytėShe described the company’s rationale for supporting children’s development.

The company also emphasizes opportunities beyond crisis support. For 24 years, its Lietuvos Maximalistai competition has offered talented, gifted and socially active students the chance to receive scholarships of 100 to 200 euros for the full academic year.

“Continuity is the most important thing,” said Ernesta Vareikytė, Maxima’s head of media relations. She said some areas cannot change through a single initiative or one-off support, and require sustained work with organizations that understand children’s and young people’s needs.

Continuity is the most important thing.

· Ernesta VareikytėShe stressed the need for long-term partnerships and sustained support rather than one-off initiatives.

A charity concert for Vaikų linija, titled Už vaikus, will take place on September 4 in Vilnius’s Town Hall Square. The event will encourage greater attention to children’s emotional well-being and their opportunity to be heard.

We are a business that grew up in Lithuania, so it matters to us what kind of Lithuania grows alongside us.

· Ernesta VareikytėShe linked support for children and young people to the country’s future communities.
About this summary

Originally published by Delfi in Lithuanian. Translated, summarized, and contextualized automatically by DistantNews, with a note on how the source frames the story. Not individually reviewed before publishing. How this works.

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