UNICEF calls on citizens and companies to be part of the solution for children in Serbia during times of global challenges

Belgrade, 20 May 2025 – The world today is facing the biggest crisis affecting children since the founding of UNICEF in 1946. Due to a record drop in donations, UNICEF warns that millions of children are being left without basic protection – from vaccines and food to access to education and safe homes. In just the past two years, donor countries across the globe have cut aid at a time when needs are at their highest, putting the future of millions of children at risk. UNICEF is unique in that it is entirely funded by voluntary contributions from governments, the private sector and individuals – making every contribution more important than ever.

UNICEF in Serbia is therefore joining UNICEF’s global campaign “I Am”, with the aim of bringing citizens and companies together around a shared mission: to ensure that every child, without exception, gets the childhood they deserve. The campaign is a call for all of us to ask ourselves – “Who is standing by children when they need support?”

Donations have enabled UNICEF to halve under-five mortality since 1990 and to save as many as 154 million lives through vaccination programmes over the past 50 years. Thanks to UNICEF’s programmes, nearly eight million more children have reached their fifth birthday in the last 35 years than ever before, and millions of children around the world have had their first chance to be healthy, attend school, and be protected. This historic progress, achieved from 1990 to 2025, is now under threat. If we do not act now, we risk losing everything we have achieved.

“The remarkable progress made for children since 1990 shows that it is possible to change the world. I believe that investing in children brings multiple benefits – for every child, for every community, and for society as a whole. When we invest in children, we invest in love, hope, and a better future. That’s why I proudly support UNICEF and the ‘I Am’ campaign. Together, we can ensure every child has the childhood they deserve,” said Ana Ivanović, UNICEF National Ambassador in Serbia.

Serbia has also made significant progress for children. Still, many challenges remain, and lack of funding could jeopardise all that has been achieved. Children make up only 17% of Serbia’s population. One in five children is at risk of poverty, and more than 60,000 preschoolers and their families need support each year to overcome developmental delays and difficulties. More than half of the most vulnerable children do not reach basic literacy levels. One in four school-aged children reports feeling irritable. Among children from the most at-risk groups, every second girl from Roma settlements marries before the age of 18, and more than 5,200 children are growing up without parental care.

Due to the global financial crisis, children in Serbia are also at risk of losing vital UNICEF programmes – from early intervention and quality, inclusive education to protection from violence. Now is the time for each of us to ask: "Who is ready to protect children when they are most vulnerable?"

“Investing in children is much more than a donation – it is the smartest investment we can make as a society. Every dinar invested in children brings multiple returns – through healthier generations, educated young people and stronger communities. Supporting UNICEF is not only an act of solidarity, but a strategic decision for our shared future. I am that support – because I believe in the power of investing in what matters most,” said Aleksandar Saša Đorđević, UNICEF National Ambassador in Serbia.

The “I Am” campaign in Serbia is supported by UNICEF’s National Ambassadors Ana Ivanović and Aleksandar Saša Đorđević, as well as prominent public figures including Voja Brajović, Anica Dobra, Nikola Kojo, Marina Maljković, Milan Marić, Sloboda Mićalović, Nenad Okanović, Dragana Kosjerina, Dragan Mićanović, Kristina Radenković, Marčelo, Nataša Kovačević, Miloš Biković, Jelena Tomašević, Miloš Milovanović, Aleksandra Radović, Slaven Došlo, Hristina Popović, Jovan Matić and many others. Employees of the partner company, Nelt Group, will also join the campaign through their monthly donations. Together with UNICEF, they send a clear message: “Together, we are an unstoppable force fighting for every child’s future.”

Every company and individual can be part of the solution. “I Am” is a chance for Serbia to once again demonstrate solidarity, humanity and the strength of unity – right now, when children need it the most. We invite you to become a regular UNICEF donor and part of the “I Am” campaign. Thanks to your donation, children across Serbia and the world are given the opportunity for a better life and a safer future.

Be part of the change and donate now at: donacije.unicef.rs