"Turns out we're among less humane nations; and it's not so"

On the World Giving Index list created by the Charities Aid Foundation, Serbia occupies a rather shameful position

Battle for the Babies

What campaign of B92 Fund you would single out as the one for which the companies in Serbia were most interested in?

"Battle for the Babies" is certainly the most attractive. The results were excellent, and I believe that its effect was also significant: death rate reduction, better conditions for the babies that are most vulnerable, as well as for their parents… We see nowadays that population policy is among top issues with both politicians and the citizens. However, it is clear that we lack a long-term strategy. Convincing. Powerful. Determined, without expecting results in the first mandate."

What drives companies to give funds for CSR campaigns? Public attention? Altruism? Commitment? Generally, CSR is one of the segments of sustainable business within companies, apart from protecting environment and taking care of the employees, so this could be perceived differently.

However, if we review last 15 years, for example, it is noticeable that humanitarian work of the companies had gone through diverse stages.

Veran Matic, Chairman of B92 Fund Board of Directors and Chairman of the CSR Council of Serbian Chamber of Commerce, confirms this fact, stating that prior to big world economic crisis, business climate was much more positive, but with the crisis and economic decrease, advertising and PR costs were cut short first, along with CSR activities, being often part of this sector.

"We had experienced the next boom in 2011, through our campaign Battle for the Babies, in which we managed to gather funds for purchasing necessary incubators for prematurely born babies in all maternity wards for just three month time, primarily thanks to the enthusiasm of donors, mostly companies, we followed up...

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