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A1, the United Nations Population Fund (UNFPA), and an educational mobile application announce the launch of a strategic partnership and a new initiative – "Family Connected." The initiative, implemented ahead of Father's Day and as a continuation of Mother's Day celebrations, aims to support parents and strengthen family values.
In an era of accelerating life pace, where digital communication often replaces in-person interaction, the "Family Connected" project reminds us of what truly matters – the communication, attention, and warmth that make us truly family. The main goal of the partnership between A1, UNFPA, and MAMA PAPA PRO is to help mothers and fathers find joy in everyday interactions with their children, turning every moment into a step towards closeness and development.
The online courses "We Are Expecting a Baby" and "Dad Every Day," developed by experts, have already become a reliable support for expectant parents: over the past few years alone, more than 45,000 families across Belarus have completed them. A1 employees have contributed to the testing and promotion of these initiatives and are ready to continue their development, joining forces with partners within the framework of the new "Family Connected" initiative.
"Family Connected" is not only access to proven and reliable courses for expectant and current mothers and fathers but also a collection of warm and simple games for parents and children aged 0 to 3, developed in collaboration with doctors and psychologists. These games help strengthen the emotional bond between parents and babies, turning everyday moments into valuable minutes of connection and development. The collection features games for various life situations:
- At Home – for calm communication, evening rituals, and creative activities together;
- On the Go – short exercises for attention, speech, and observation;
- Outdoors and in Nature – active and exploratory games that help children discover the world.
"Family Connected" is a simple way to be present, to hear and feel each other every day. Each game develops attention, speech, motor skills, and imagination, and most importantly – helps adults and children become closer. No expensive toys or special materials are needed – just what is always at hand: parents' hands, voice, and love.
All games will be available in the MAMA PAPA PRO application, where they are automatically selected by the child's age. Games will also be published as a separate collection for parents and their children.
"For A1, it is important that the family always stays connected. We believe that digital solutions can not distance people, but on the contrary, help them be closer. By supporting projects such as online courses for mothers and fathers from UNFPA and MAMA PAPA PRO, we are taking a step towards ensuring that every family has time for communication, joint development, and joy. This is not just part of our ESG strategy, it is our belief that technology should serve people and unite them," commented A1.
Belarus continues to be a country where special attention is paid to supporting family, motherhood, and fatherhood. And today, more and more organizations in the international and national communities are striving to contribute to the development of this culture of care.
The Head of the UNFPA Country Office in Belarus, Olga Atroshchenko, emphasized: "Family support is a strategic direction based on the principles of equal participation of women and men in parenting and child-rearing. The implemented programs "We are expecting a child" and "Dad every day" have become a significant step in promoting a culture of conscious and responsible parenting in Belarus. The "Family Connected" project is a logical continuation of this work - it helps mothers and fathers strengthen their emotional bond with children and develop an atmosphere of trust, respect, and support. It is important for UNFPA that every family has equal opportunities for harmonious development, and that technologies serve people - helping them to be closer to each other and build a sustainable and caring society."
The partnership between A1, UNFPA, and MAMA PAPA PRO is a prime example of how business, international structures, and local initiatives can create real change through joint efforts: helping parents feel confident, children grow up in love, and society strengthen the foundations of the future.