Perfect holidays? Let’s enjoy the Advent season in the spirit of #bewhole instead!

In 2025 dm launched a communication campaign, called #bewhole, in twelve countries. External expectations arising from different social roles and social media cause many of us to feel a constant pressure to conform.

This is no different during the holiday season, when the image of a perfect Christmas is the goal ahead of us. During Advent dm is placing human relationships at the centre of its communication campaign, too. The drugstore chain wishes to contribute to a social environment in which everyone feels good and lives according to their own needs. In dm stores nearly 300 types of Christmas packages appear on the shelves at the end of the year, together with Advent calendars and gift cards.

Dm has been supporting families with small children with diaper donations every January, in partnership with Caritas Hungary for 15 years. In the summer dm concentrated on women’s health: as part of this campaign, they delivered HUF 10 million worth of feminine hygiene products to women living in disadvantaged areas, with the help of the Hungarian Charity Service of the Order of Malta. Dm’s initiatives intend to raise awareness of the importance of caring for one another throughout the year, and the holiday season reminds us of what really matters: warmth, togetherness and shared moments. It is precisely this sense of togetherness that defines the world of dm #bewhole. (x)