Partnerships and ambassadors

Strong partnerships make UNICEF’s work for children possible.

Girls playing in a kindergarten
UNICEF Serbia/2019/Pancic

The world’s biggest challenges will not be solved by one organization, corporation, group of people or country.

That is why the cornerstone of our work is partnerships – not only with governments and civil society, but also with individual donors, corporations, foundations, the media, celebrities, influencers and UNICEF National Ambassadors.

UNICEF is supported entirely by voluntary contributions and our work would not be possible without the extraordinary generosity of our private sector partners and individuals.

We develop partnerships with companies across a wide range of industries, delivering clear business benefits for them, while companies significantly contribute to our work.

At the same time, we believe that small gestures of goodwill, commitment and compassion are big steps towards a better society and a better life for marginalized children in Serbia.

We are proud that more than 35,000 individuals help us deliver results for children with their monthly donations.


Thanks to the solidarity and donations of more than 35,000 citizens through the Friends of UNICEF Club:

  • 200,000 children and their parents have access to improved early childhood development services in 25 primary healthcare centres
  • 1,500 premature and sick babies received improved care in neonatology units in Kragujevac, Nis, Novi Sad and Belgrade
  • 1,700 children with and without disabilities reached through inclusive sport and recreational activities


Partnering with the Corporate Sector

UNICEF works closely with corporate partners to jointly design and implement initiatives and build mutually beneficial partnerships that achieve maximum social impact.

We collaborate with businesses to increasingly embrace technology, innovation and entrepreneurship as vital tools to UNICEF’s mission.

Our long-term partnership with Telenor has focused on digital violence prevention and providing more efficient access to health services for the most vulnerable children and their families.

The partnership with Nordeus is an excellent example of the evolution of cooperation with the corporate sector. From funding our work in Early Childhood Development, it has evolved to co-creating solutions that allow young people to realize their innovative projects and to actively engage in the lives of their communities.

We are deepening our engagement with businesses to innovate, replicate and scale up programming – especially for the most deprived children with a focus on creating shared-value partnerships.

Investing in children is good for business: it provides the foundation for a safe and sustainable future where social and economic development and progress go hand-in-hand.

The interests of children and of business are inextricably linked: resilient and sustainable societies and business environments will only be possible if children’s rights are protected and promoted.


Better Business for Children

Better Business for Children is about recognizing that children are impacted by businesses in many different ways.

They are children of employees as well as workers themselves. They are consumers of products and services and are also dependent on essential resources often shared with business.

UNICEF works to positively change business behaviour and practices as they affect children.

We advocate for the corporate sector to adopt and promote corporate social responsibility practices with a focus on children’s rights.

Together with companies, we work to create awareness about Children’s Rights and Business Principles, about how businesses can put in place appropriate policies and processes. The Principles call on the business community to do no harm, to evaluate its impact, and take action to make a positive difference for children.


Media Partnerships

Our partnerships with the media are manifold.

We work together to spread the word about the situation of children and families, tell their stories, report about the realization and violations of child rights, including in the media, and the disparities and inequities that exist in society and that need to be addressed.


COVID-19 in Serbia

UNICEF is working with the Government of the Republic of Serbia, WHO, other UN agencies, the Red Cross of Serbia and NGO partners, focusing on vulnerable children, adolescents and families with children – those living in poor households, Roma settlements, refugee and migrant centres, residential institutions and foster families.

UNICEF co-leads with WHO the UNCT Pillar on Risk Communication and Community Engagement and the UNCT pillar on the Improvement of Infection, Prevention and Control Capacity of the Healthcare; and participates in the UNCT Task Team on the immediate socio-economic response (co-chaired by UNDP/ILO) positioning on social protection.

UNICEF is working with the generous support of institutional, corporate and individual donors to support children and families affected by COVID-19, and now more than ever, we count on them to continue supporting our mission – despite these difficult times.


UNICEF National Ambassadors

For more than 60 years, UNICEF has partnered with celebrities. They are well-known personalities in the entertainment industry, representing the fields of film, television, music, sports and beyond, who do their utmost to mobilize support for children among the public and within their industry.

UNICEF’s National Ambassadors in Serbia are Ana Ivanovic and Aleksandar Sasa Djordjevic.

They are positive role models for children and young people and play a critical role in raising awareness of the needs of children, and use their talent and fame to fundraise, advocate, and educate on behalf of UNICEF.

Novak Djokovic, formerly a National Ambassador for UNICEF in Serbia, is a global UNICEF Goodwill Ambassador, championing the rights of the world’s children.

Ana Ivanovic smiling at the camera in front of the UNICEF banner

Ana Ivanovic

Retired tennis champion Ana Ivanovic became a National Ambassador in 2007. She supports UNICEF’s fundraising and programmes, and promotes UNICEF’s values and ideals.

Ana supports prevention of violence against children, especially gender-based violence, and works together with UNICEF to empower girls to reach their full potential through education.

Aleksandar Djordjevic wearing UNICEF T-shirt

Aleksandar Sasa Djordjevic

Aleksandar Sasa Djordjevic became a National Ambassador in 2005.

As an international basketball star and head coach of the Serbian national team, Sasa supports UNICEF’s fundraising and programmes, particularly on the prevention of violence against children.