"Family in Touch". A project that will help establish or improve relationships with a child
October 23, 2025
A1, the United Nations Population Fund (UNFPA), and the educational mobile application MAMA PAPA PRO announce the launch of a strategic partnership and a new initiative – "Family Connection". The initiative, implemented ahead of Father's Day and as a continuation of Mother's Day celebrations, is aimed at supporting parents and strengthening family values.
In an era of accelerating life pace, where digital communication often replaces face-to-face interaction, the "Family Connection" project reminds us of what truly matters – communication, attention, and warmth that make us genuinely close. The main goal of the partnership between A1, UNFPA, and MAMA PAPA PRO is to help mothers and fathers find joy in everyday communication 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. In the last few years alone, over 45,000 families across Belarus have completed them. A1 employees have contributed to testing and promoting these initiatives and are ready to continue their development, joining forces with partners within the framework of the new "Family Connection" initiative.
The "Family Connection" initiative offers 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 communication and development. The collection includes games for various life situations:
● At Home – for calm communication, evening rituals, and joint creativity;
- On the Go – short exercises for attention, speech, and observation;
- Outdoors and Nature - active and exploratory games that help a child discover the world.
"Family Connected" is a simple way to be close, 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: hands, voice, and parental love.
All games will be available in the MAMA PAPA PRO application, where they are automatically selected based on the child's age. Games will also be published as a separate collection for parents and their children.
"For A1, it is important that families always stay connected. We believe that digital solutions can help people be closer, rather than drive them apart. By supporting projects such as online courses for fathers and mothers 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. Today, more and more organizations in the international and national communities are striving to contribute to the development of this culture of care.
Olga Atroshchenko, Head of the UNFPA Country Office in Belarus, 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 foster an atmosphere of trust, respect, and support. It is important for UNFPA that every family has equal opportunities for harmonious development, and that technology serves 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 businesses, international organizations, and local initiatives can drive real change through collaboration: empowering parents with confidence, enabling children to grow in love, and strengthening the foundations of society's future.