I crafted the repositioning brand strategy, complemented by comprehensive creative strategy and tailored channel messaging.

The ‘Initiative 65+’ is a transformative effort by Vip Mobile (A1 Telekom Austria Group), in partnership with the iconic B92 station, aimed at redefining the societal perception of elderly people in Serbia. With over 1.25 million residents aged 65 and above, representing 17% of the population, Serbia faces a significant challenge in supporting its aging citizens, often neglected and without adequate systemic support. As the driving force behind projects that enhance quality of life in Serbia, Vip Mobile not only validates its brand promise of ‘Different story’ but also showcases it through a compelling narrative of trust and unity.

Through the ‘Elderly are not objects’ campaign, Initiative 65+ seeks to highlight the vibrant and invaluable contributions of the elderly, showcasing their rich experiences, unique skills, and zest for life. By featuring diverse Elderly Portraits, the initiative underscores that older adults are not burdens but treasures of society, brimming with stories and wisdom that can enrich us all.

Supported by the B92 Fund this humanitarian action has inspired a wide-ranging coalition of goodwill, rallying individuals of all ages, government bodies, NGOs, businesses, and donors. Together, the funds were mobilized to meet the various needs of the elderly, from renovating the gerontological center building to improving the quality of life for its residents. This effort proves that they deserve the same respect and value that we all hope to receive as we age.

Initiative 65+ has not just raised awareness but also created a robust support system and changed narrative around aging in Serbia, celebrating the elderly as integral and cherished members of the community.