Story Packaging for Sick Children

A flood adventure, the brainchild of 11-year-old Adél Leila, which will reach sick children in the form of a comic book - the stories will be printed on the packaging of pastries that will be sent to medical institutions that treat children, in a charitable collaboration between the Magic Lamp Foundation, Provident Financial Ltd., Ludwig and Mentesi Ltd., operators of the Jókenyér bakeries, and poet Dániel Varró.

Fairy tales, unleashing imagination and fresh, healthy food - alongside healthcare - can also contribute to children's recovery. That's why, in an unusual initiative, the Magic Lamp Foundation, Provident Financial Ltd. and the Jókenyér bakery chain have pledged to deliver freshly baked but unsold pastries every day to the institutions that treat sick children. The packaging of the delicious pastries is decorated with a colourful comic strip version of five new fairy tales written by Dániel Varró, the József Attila Prize-winning Hungarian poet, especially for the initiative, to stimulate the children's imagination and spirit as well as their bodies. The main characters of these exciting tales are Zsorzsi, the breadcrumb man and Uncle Pöti, the old Parisian baker.
Provident has launched a competition to complete one of the stories. The most creative idea was the work of 11-year-old Leila Adél, who added to the story of the two characters the crumb elf's dreams of heroic deeds and a resulting prank. The prize for the winning entry and the HUF 50,000 sports voucher were presented at a ceremony.

"The entries were all extremely creative, showing that children's imagination and ingenuity are limitless. They also know how to bring joy to their peers, and this is exactly what the recovering children need," Provident's Director of Communications and Corporate Relations, Márta Pálfalvi, said.

The three organisations have long worked together to save the fresh, unsold products made in the afternoon in the Jókenyér bakeries. Provident distributes the products of Jókenyér to children recovering from serious illnesses, with the help of the Csodalámpa Foundation.

Last year, 26 volunteers took part in the initiative, volunteering their free time to deliver freshly made but un-stocked pastries from the 3 participating shops to the hospital. This year, the program runs from the beginning of November to the end of December.