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“Let’s Grow Up Together“ campaign launched in Serbia

An awareness raising campaign on the inclusion of children with disabilities will be launched by the Serbian Ministry of Labour and Social Policy, UNICEF and Radio-Television of Serbia (RTS), with the financial support of the Development Cooperation of the Ministry of Foreign Affairs of the Republic of Italy

Belgrade, 28 October 2010 – Serbian Minister of Labour and Social Policy, Mr. Rasim Ljajic, General Manager of the Radio-Television of Serbia (RTS), Mr. Aleksandar Tijanic, and UNICEF Area Representative, Ms. Judita Reichenberg, signed a Memorandum of Understanding today on a partnership promoting the social inclusion of children with disabilities through an intensive two-month media campaign “Let’s Grow Up Together“. 

The campaign focuses on raising the wider public's awareness of the right of every child to live in a family environment and within a community. It will emphasize the importance and possible forms of additional support to either biological or foster families, ensuring that they can embrace the needs of children, especially those with disabilities, enabling them to reach their full potential and to be included into community life as equal members. The aim is also to contribute to raising awareness among the general public that the adequate support of the community enables satisfaction with parental roles and advances parental skills and competencies, thus securing a stimulating environment for the development of children with disabilities.

"I believe that this joint campaign will help people begin to look around, think and act with open hearts and souls, and that they will realize  the value and potential of each and every child. Only then can we create a society of equal possibilities. Only then we will be able to grow up together", said UNICEF Area Representative Judita Reichenberg.

"With this campaign we want to destroy the myth that the institutionalisation of children with disabilities is a solution. Placing children in institutions is the last resort, when all other measures fail“, said Minister Ljajic.

The “Let’s Grow Up Together“ media campaign is an integral part of the “Supporting Families with Children with Disabilities” programme implemented by UNICEF Serbia in partnership with the Ministry of Labour and Social Policy, and financed by the Government of the Republic of Italy, Ministry of Foreign Affairs – Directorate General for Development Cooperation. The project aim is to strengthen cross-sectoral coordination of child-care reform at the national level and support local institutions and organizations in strengthening the network of support services for children with disabilities.

"Important protagonists in projects like this one are both the Italian and the Serbian Governments, particularly the Ministry of Labour and Social Policy, and UNICEF as the global organisation that fights for child rights. To be able to adequately promote these rights and mobilise  resources for a unique goal, the support by the Radio-television of Serbia as the public service broadcaster is of exceptional importance“, said Armando Varricchio, Ambassador of Italy to Serbia.

“The level of humanity and development of a society is reflected in its treatment of children with disabilities. Providing support for filfilling the needs of these children and their familiese is our common goal. The Radio-Television of Serbia supports this campaign, and will do so with other activities of public interest”, stated Mr. Tijanic, RTS General Manager.

The campaign will run from November 1st  until  December 30th, 2010.

For more information, please contact:

Jadranka Milanovic
UNICEF Communication Officer
Tel: +381-11-3602-100



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