Valencia supermarkets launch back-to-school appeal for vulnerable children

A new back-to-school campaign is giving shoppers across the Valencian Community the chance to help children from vulnerable families as the new academic year approaches.

The Spanish Red Cross and Valencian supermarket chain MasyMas have joined forces to raise funds for children who may otherwise struggle to access the school supplies and support they need. The initiative focuses on the organisation’s Promoción del Éxito Escolar programme, which aims to give children facing difficult circumstances a better chance of succeeding at school.

How the campaign works

The fundraising drive runs from August 19 until September 30 across all 108 MasyMas supermarkets in Alicante, Valencia and Castellón.

Customers can make a voluntary donation when paying for their shopping, with the money collected going towards the Red Cross’s work supporting children during the 2026-27 school year.

The appeal comes as families prepare for the often expensive return to school, with books, stationery, clothing and other essentials placing additional pressure on household budgets.

For families already experiencing financial difficulties, even relatively basic school items can become difficult to afford.

More than just school supplies

The money raised will help the Red Cross provide children with essential stationery, including notebooks, pens, exercise books and pencil cases.

However, the programme goes beyond supplying equipment. Children can also receive educational monitoring and support, while healthy snacks form part of the assistance provided during the school year.

The programme takes a broader approach to educational success, recognising that children’s wellbeing, healthy habits and emotional development can all play an important role in their ability to learn and thrive.

Helping children start on an equal footing

The initiative aims to tackle some of the inequalities that can affect children growing up in vulnerable households.

A lack of access to educational materials, food or a suitable environment for studying can create additional obstacles. The programme combines academic support with wider assistance designed to help children build confidence, independence and positive learning habits.

The Red Cross supported 1,776 children through its educational success programme across the Valencian Community during the previous year.

The latest campaign offers MasyMas customers a simple opportunity to make a difference while doing their weekly shop.

With donations being collected until September 30, contributions made at tills across the region will help provide vulnerable children with practical resources and additional support as they begin another school year.