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UNICEF Ambassador in Serbia Novak Djokovic calls for investment in quality early childhood education during his visit to a kindergarten

Novak Djokovic invites people of good will to join “Club of UNICEF Serbia Friends”

BELGRADE, 18 September, 2012 –  Novak Djokovic, UNICEF National Ambassador for Serbia and  the  celebrated tennis champion, visited today the “Beneath the Linden Trees” kindergarten in the village of Lesnica, 150 km west of the Belgrade capital,  to raise awareness of the importance of investment in early development and early childhood learning. During the visit, Djokovic spent time with the children, talked to their parents and caregivers, and met with local authorities. 

“I’ve seen today what a unique and special place kindergarten is. It’s a supportive space where children can learn to think creatively and work collaboratively. It’s a space where they have the freedom to be imaginative, creative and practice skills. Quality kindergarten can bring out the best in every child and set them on a good path for life. We have a collective responsibility to ensure every child has this kind of opportunity, so that they can better navigate challenges and risks throughout life and become responsible parents and citizens, “said Djokovic, who joined UNICEF in 2011 to support its work in the area of early childhood development and inclusive preschool education. 

Serbia has one of the the lowest preschool participation rates in Europe (approximately 44%, compared with 85% in EU member states). Participation of children of ethnic minorities, living in poverty or with developmental disabilities is even lower (Roma children 8%, children in the poorest families 22%, children from rural areas 29%) while existing pre-school facilities are in poor physical condition and lack programmes adapted for children of different backgrounds.

“Children from the most vulnerable groups need the most support. It is unacceptable that over half the children in the country are not included in any kind of early preschool programme. Serbia is neither a big nor a rich country, but it is precisely for that reason that it should invest in its most precious potential, the development of human resources. There is much evidence that investment in early childhood development is the most profitable of all investments. Talents are developed at an  early age. That is why we must hurry up. Childhood is now and cannot be postponed. There is no do-over,” said UNICEF Area Representative Judita Reichenberg, and thanked Djoković for his support.

Through play and talk, more than forty kindergarten children showed Djokovic their kindergarten and playground, demonstrated their skills in drawing and various games, and finally played a brief tennis match at the mini-court made of recycled materials. Djokovic also talked with their parents and caregivers, who told him of the benefits their children have from attending the kindergarten.

“This is a place where both parents and grandparents are empowered and happy to see their children enjoy and thrive. I am glad to have contributed to that. I hope that others will join me as well“, concluded  Djokovic.

The “Beneath the Linden Trees” kindergarten in Lesnica village was established within the  cooperation  in the area of early childhood development between UNICEF, Serbian Ministry of Education, Science and Technological Development and CIP – Center for Interactive Pedagogy,

with financial support from  IKEA and a personal donation by Djokovic.  The goal  is to increase coverage and improve the quality of preschool education for children aged 3 to 5 in the Serbian municipalities with the lowest preschool coverage rates.

After the visit to the kindergarten, Djokovic met with UNICEF pledge donors and volunteers at the UNICEF Office and thanked them for their support to UNICEF’s work in Serbia for the benefit of children.

“Your support  helps children in Serbia to have sound foundations for their future life of responsible citizens and parents… and maybe even winning a Grand Slam”,  Djokovic said, addressing pledge donors, members of the “Club of UNICEF Serbia Friends”.

Pledge donors for UNICEF Serbia programmes are people of good will, individuals and companies alike, who with their donations contribute to the protection and realization of child rights, improvement of living conditions and secure assistance to those who need support most.

“To be a member of the ‘Club of UNICEF Serbia Friends’ means to be a friend of children. That is our obligation and great honour”, Djokovic said. 

UNICEF works in 190 countries and territories to help children survive and thrive, from early childhood through adolescence. The world’s largest provider of vaccines for developing countries, UNICEF supports child health and nutrition, good water and sanitation, quality basic education for all boys and girls, and the protection of children from violence, exploitation, and AIDS. UNICEF is funded entirely by the voluntary contributions of individuals, businesses, foundations and governments. For more information about UNICEF and its work visit: www.unicef.org

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For more information, please contact:
Jadranka Milanovcć, UNICEF Serbia Communication Officer,
Tel + 063-336-283; 




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