The right to smile
Radosni centar (Jolly Center), a non-governmental, non-profit organization was founded in Belgrade in 2010 to promote and apply human rights through cultural and artistic projects and by organization of humanitarian activities for the achievement of, primarily, children's rights.
Their project called "The right to smile", realised with the support of the Serbian Ministry of Education and the Diaspora Ministry, Stari Grad Municipality, UMS school for talents, and Majdan chirdren cultural center, shows to what degree children's rights are endangered in Serbia.
Numerous Serbian celebrities like Igor Lazić Niggor, Milica Todorović, Stevan Anđelković, Željko Vasić, Andrej Ilić, Ivan Ivanović, Marko Đurovski, Anastasija Žmaher, Mirka Vasiljević, Edin Škorić, Borka Tomović, Darko Radovanović, Ivana Selakov, Marko Žigić, Danijela Štajnfeld, Ana Pendić and Ana Štajdohar expressed a great gesture of humaneness by participating in the project. All of them were singinging the children's hymn, lyrics by Marina Tucaković, music and score by Stefan Cvijović Cvija and Vasilije Čoković. PRO VOX organized the the TV spot shooting.
In spite of the fact that humanitarian actions are not most popular, the appealing song and the merry children have contributed to the "The right to smile" TV spot reach over 3,500 viewings on the popular YouTube internet site only after three weeks. The spot has been broadcasted on almost all national TV channels in Serbia. Since the project is foreseen to go on till spring 2011, the real effects of the action are still to be expected.
See the TV spot on YouTube.
Client:
Radosni centar, Serbia
