For partners

Our story

We are a start-up launched recently (June 2020) and bootstrapped with volunteer work. We want to be financially sustainable by late 2021. Until then, we have space for one partner that shares the same vision of educating today the leaders of the future.

Our vision and mission

Our vision is a better world, where today's children are tomorrow's leaders and have high emotional intelligence with the character traits that stem from it: teamwork, courage, honesty, empathy, resilience, gratitude, and social and environmental responsibility.

To get there, our mission is to teach children to recognise their emotions, understand the reason, and get their needs met; and also to help parents create a space to talk about emotions with their children.

Our first goal is children's happiness.

Learn more

You can find all about us by clicking on the headings of this page. If you have any questions or feel that something is missing, please contact us.

The problem we are targeting

Before the pandemic, 20% of children had low emotional awareness, which is one of the risk factors for anxiety (32% correlation) and depression (40% correlation) (Kranzler et al., 2016). These problems have been increasing: anxiety and depression rose 50% between 2003 and 2007 (Center for Disease Control) and the situation worsened with the pandemic (Barnardos, 2020).

The solution we propose

It is an educational and free children's series about emotions, also with activities and a podcast. It is designed for families that value emotional intelligence and have children aged 5-10 (suggested ages). It provides quality educational videos and activities and podcasts. The characters in the videos are puppets and the main character is Bulgy (the puppet on our website's logo). Each day of activity takes between 10 minutes and 1 hour to complete. Families can access content on our page and complete the program flexibly and at their own pace.


We believe we are solving an urgent problem because of the exponential growth in our impact measures (statistics below) and also because of the testimonials we hear from parents and children.


The following results are from the usage data of our website:

  • 1.8: average number of times children watch each video;
  • 97%: satisfaction of registered families (average of 231 ratings);
  • 698 registered families;
  • 2043 children following the programme;
  • 795 followers on Facebook;
  • 7406 total views of our video episodes.

Questionnaire results

The following results come from a questionnaire between 7th and 10th March 2021 for the 76 families that reached the 9th episode. Of these, 50 answered (66% response rate) with answers for 66 children with 6.7 years of age on average (standard deviation: 2.1). The questionnaire drew inspiration from the "Strengths and Difficulties Questionnaire" and had these instructions.

You will find below 5 statements. For each of them, choose one of the following options:

  • Not true
  • Somewhat true
  • Very true

It would help us a lot if you answer all statements to the best of your ability, even if you are not absolutely sure or if the statement sounds strange. Please answer based on Bulgy's impact (videos, podcast, activities, and conversations that it sparked) and the child's general behavior (independently of lockdown in the last few weeks).

Not true
Somewhat true
Very true

"The child recognizes better or is more aware of their emotions:"

Not true
Somewhat true
Very true

"The child is better able to tell me how they are feeling:"

Not true
Somewhat true
Very true

"The child has more general understanding about emotions (what they are, where they come from, why we have them):"

Not true
Somewhat true
Very true

"The child is more sensitive to others' emotions:"

Not true
Somewhat true
Very true

"Bulgy changed my child's life:"

Not true
Somewhat true
Very true

Since you started Bulgy's programme, did you notice a difference in your child's behaviour?

has more courage, or is less controlled by their fears
feels happier
is calmer and loses temper less
has fewer "tantrums"
is more optimistic
is less violent
other behaviour change
any of the option aboves

Phone survey results

The following results are from a survey of enrolled parents on 13th July 2020:

  • 100% of surveyed parents like the program;
  • 100% of surveyed parents like that the program creates a space to talk to children about emotions;
  • Parents report that children retain between 75% and 100% of the content.


Our impact indicators exploded since we opened registration to the public in Portugal in January 2021 due to the new lockdown, as we show below. The first graph is the number of families that used our website, the second is the number of new viewings of episodes, both over the 30 days prior to each date. The numbers are the growth of these indicators compared to the previous month. We update these figures each day.

Business model

We are a social enterprise and our first priority is to solve the problems due to low emotional intelligence among children (see more below). We first want to create impact and value, and only later capture some of that value.

Even so, we have some possibilities for sales that come from requests of our users, which we will explore with the goal of becoming financially sustainable by late 2021:

  • Sell the children's series to schools with live theatre and facilitation sessions with discussion and sharing in classrooms.
  • Sell the series to TV stations.
  • Sell "puppet therapy" sessions over the internet for children to talk about emotions with Bulgy in the presence of parents.

Our innovation

Our innovation is that we are both scalable and effective in developing emotional intelligence:

  • scalable because we use a digital platform to distribute videos and podcasts
  • effective because parents not only see the videos with their children, but they also learn the messages and reinforce them to their children in their daily life.

We use the scalability of digital communications over the internet and the effectiveness of personal communications within the family.

Contribution to the Sustainable Development Goals

We contribute mainly to:

In the long term, we also hope to contribute to:

Theory of change

Our theory of change, in a abridged format, is:

  • our stakeholders are families with children aged 5 to 10
  • the problem is the low emotional awareness in 20% of children (learn more)
  • one cause is the lack of emotional education in schools and in families
  • our activity is a series of videos and podcasts to watch and listen as a family (learn more about the solution)
  • our output is the number of registered families
  • our outcome is the emotional intelligence of children (measured by the Levels of Emotional Awareness Scale)
  • our impact in children is better education, health, work prospects, and happiness in life, in line with Sustainable Development Goals 4, 3, 12, and 8 (learn more)
  • our short-term metric is an internet survey of registered families with the main question being "Would you be very disappointed if you could no longer use our children's series?" (the standard measure of product-market fit).
  • our monitoring is a pilot project in schools with random allocation and measurement of the levels of emotional awareness in children and change in behaviour from interviews with parents (the project leader has a PhD and experience in randomised controlled trials, e.g. this proposal with ethics approval)
  • our risks are mainly financial (if we don't generate enough revenue to become sustainable) and attrition (if families drop out of the programme), both of which we can and do quantify.


Fortunately, many initiatives are working on this problem, especially in two areas:

We have the advantages of both: the scalability of a digital product and the effectiveness of a product with scientific evidence (learn more).

Equality, diversity, and inclusion

Our policy for equality, diversity, and inclusion rests on the following points.

We insist on gender parity both in the team and in our videos.

We follow practices from academic research (the project lead studied the economic impacts of discrimination): for example, we ask job candidates to omit the name on resumes to avoid cultural bias; for voice artists, we do interviews only with audio to avoid a bias of physical appearance.

Inside the team, we privilege sharing emotions and vulnerability, for example: we start and finish each meeting with a round of sharing our feelings in the moment, which creates psychological safety for teamwork and also helps deal with difficulties before they become problems.

Current partners

Emotion Athletes take pride in international support from: