The research which SMart Kolektiv conducted in 2005 within the RBI project, and later in 2006 in cooperation with the World Bank, showed that there certain CSR activities do exist in Serbia; however, most of them lack strategic structuring and organization, as well as an adequate reporting scheme. Most of them are done without the companies realizing the real value of their actions, and business people do not acknowledge the long-term benefit brought about by the socially responsible attitude. On the other hand, the public is not sufficiently informed of CSR values, which goes for consumers, the media, non-governmental organizations, as well as for the expert members of the public.
After the initial efforts to promote the CSR idea and identify the key issues and limitations, SMart Kolektiv has focused its attention on improving the CSR awareness, which is the basic prerequisite for the future growth. Therefore, with the aim of spreading knowledge and awareness and introducing a systematic approach to promoting the CSR concept, SMart Kolektiv has initiated the "Introducing CSR" project whose aim is to inform the public and all the relevant stakeholders in the Serbian society - the media, the business world, the academic community, non-governmental organizations and the government - about that concept, primarily by the means of a series of lectures, educational workshops and public events. That is why several programs have been developed for each target group in particular, with the accent on learning from the experience of the countries which have already made some progress in the matter in question.
The final aim of this project is to create a network of individuals and organizations adequately informed with the CSR principles and its importance, ready for further engagements and the practical implementation of the corporate social responsibility in their work on a daily basis.
