|The most of the charitable campaigns in Bulgaria raise money for needs underfinanced by the state like expensive or access limited treatment or organs transplantation. The Donors Message Service (DMS) is a mechanism providing support for campaigns of civil society organizations or personal campaigns for medical treatment. DMS is a project implemented by the Bulgarian Donors’ Forum and the “Charities Aid Bulgaria”, in partnership with the three mobile operators in the country – Telenor, VIVACOM and Mtel. The information campaign „Angels Work after Christmas“ was created to promote the new technical and online capabilities for donations for various causes – virtual post terminal and DMS subscriptions. The campaign appeals for sustainable charity as state of the mind as oppose to donation upon traditional occasions. The creative concept is based on the story of 4 angels – real people with different professions who support different causes in their lives. We did not engage popular faces in the creative, video and information materials but ordinary people with (un)usual personal stories and motivation, because they are the real and unknown angels saving lives and dreams every day. The campaign involved 20 media partners, online and FB communication, TV and radio spot broadcasting.