As the school year begins, new notebooks and sharpened pencils symbolize possibility for many students. For children from vulnerable families, however, the first day of school can also highlight financial pressures. Ahead of World Humanitarian Day, Air Serbia stepped in to bridge that gap.
The airline donated school supplies to 39 children from the SOS Children’s Village in Kraljevo, ensuring they have the tools they need to start the academic year with confidence.
“Investing in the future of the youngest is how we build a fairer society,” said Milica Netković, GM People and Performance at Air Serbia. “This is our way of making sure school begins with joy — not worry. Small gestures can be powerful sparks for greater good.”
The SOS Children’s Village leadership echoed that sentiment. “This donation is more than assistance — it’s a message of solidarity,” said Biljana Zorić Dimić, director of the SOS Children’s Village in Kraljevo. “Thanks to Air Serbia, our children can step into the school year with less concern and more confidence.”
This initiative reflects a broader strategy by Air Serbia to embed social responsibility into its brand. Earlier this year, the airline partnered with the SOS Children’s Villages Serbia Foundation to launch “My First Flight with Air Serbia – a Trip to Remember,” which gave 25 children their first-ever experience of flying, along with a behind-the-scenes look at the aviation industry.
For Air Serbia, these projects are more than symbolic. They are part of an ongoing effort to position the company as not only a national carrier but also an engaged corporate citizen. By aligning CSR with education and child development, Air Serbia underscores its long-term commitment to strengthening local communities.
Corporate responsibility, the airline suggests, is not defined by scale but by sincerity. In Kraljevo, that sincerity translated into tangible support — and for 39 children, the reassurance that someone is investing in their future.