SMart Kolektiv is engaged in designing and implementing a long-term communications campaign for repositioning of the civil society in Serbia intended to change perception of civil society organisations in Serbia and motivate the citizens to embrace the initiative and take part in civil society's activities. The framework for this campaign's implementation is ‘Re-introducing Civil Society' strategy, created through a series of activities and events in which SMart Kolektiv partners in the realisation of CSAI programme, PR and communications experts, civil society organisations' leaders and media representatives have participated.
Starting from the current situation in our society and embracing the idea that civil activism and stable and strong institutions of the civil society are not only desirable but necessary prerequisite for sustainable development, the fundamental objective of "Re-introducing Civil Society" strategy has been defined as follows:
- Male and female citizens of Serbia are launching the initiative and actively participate in shaping their own future and the future of their country, and recognise civil society organisations as appropriate forms of association. -
In addition to the fundamental strategy objective, specific objectives for repositioning civil society in Serbia have been defined.
- Affirming civil activism
- Male and female citizens know what civil activism is; they embrace it as a legitimate form of association and activity; they are motivated to get involved, to organise themselves and launch actions.
- Empowered key stakeholders
Identifying and getting to know all stakeholders.
Motivating stakeholders for involvement in the programme and contributing to the accomplishment of the objective.
Capacity building for all key stakeholders through communication, education and networking.
Improving the image of civil society organisations.
The strategy has clearly defined eight key stakeholders with actual or potential interest or influence on the implementation of the strategy objectives, or whose existence or business will be affected by the accomplishment of those objectives.
1. Civil society organisations
2. Public at large
3. Media
4. Business sector
5. Public sector (public and local administration)
6. Political organisations
7. International organisations
8. Academic public
In order to define a comprehensive long-term strategy for repositioning civil society in Serbia, a situational analysis has been made encompassing the following:
- Analysis of current level of social engagement, i.e. citizens' willingness to participate in actions through which they would influence their own and their country's future.
- Analysis of communication potential and activities of civil society organisations.
- Analysis of civil society organisations' image, i.e. the ways in which the public perceives them and forms opinions about them.
- Analysis of media coverage of organisations and issues in the field of civil society in Serbia.
Except for the situational analysis, for each of target segments of the public desirable changes, which should be the result of the development and implementation of the strategy for repositioning civil society, key message, strategies, specific instruments and activities have been defined that need to be taken to achieve desirable outcomes, i.e. the described changes.
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