Dušan Vlahović and UNICEF Together for Children’s and Young People’s Mental Health

Belgrade, 27 May 2025 – One of Serbia’s best-known footballers and national team striker, Dušan Vlahović, has become UNICEF’s partner in Serbia to support of the mental health of children and young people. To mark the collaboration, a special event was held at Belgrade’s Sava Centar, where young people from across the country had the chance to speak with Dušan, share their experiences and ask questions of their idol.

Vlahović has lent his popularity and influence to an important mission: combating the stigma surrounding mental health and raising awareness among young people that it is okay to seek help when facing challenges. His generous donation will enable the further expansion of activities under the national programme that UNICEF is implementing with partners across Serbia.

“I believe it’s important for young people to know they are not alone, that it’s normal to have tough days and that there’s no shame in talking about it. Throughout my career, conversations with family, coaches and friends have meant so much to me. If you have someone you trust—share how you feel. That’s the first step towards feeling better,” Vlahović stated, adding that he is honoured to join UNICEF in a mission championed worldwide by sports stars who have significant influence on children and youth.

In Serbia, as in the rest of the world, the mental health of children and young people is becoming an ever-greater challenge. Data show many face anxiety, stress and loneliness, yet prejudice often prevents them from seeking support. That is why Vlahović’s role in this campaign is so significant – as a role model and a voice for young people, he demonstrates that true strength lies not in enduring everything alone, but in knowing when to reach out for help.

“At UNICEF, we know sport and play are vital to every child’s health and development. We’re proud to welcome Dušan Vlahović – a true role model – as our partner in expanding mental health support for children and adolescents in Serbia. His generous gift and advocacy will encourage more young people to speak up and seek help,” said Deyana Kostadinova, UNICEF Representative in Serbia.

The programme includes collaboration with local governments and institutions to strengthen youth support, the delivery of accredited trainings and capacity-building for over 100 professionals from schools, health facilities and social work centres, as well as education and empowerment of more than 5,000 young people in targeted municipalities. In addition, over 300 young people will receive direct psychosocial support within their communities.

Dušan Vlahović’s backing of this initiative sends a powerful message: caring for mental health is not a weakness but an act of courage and responsibility. As a role model for many young people, his voice further highlights the importance of conversation, understanding and timely support.

Through such messages and concrete actions, UNICEF—together with sports personalities, experts and local communities—is helping to build a society where empathy, support and mental well-being are the foundation of healthy development for every child and adolescent in Serbia.