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Take me home (country roads to the place i belooooooong)

CNZD

CLIENT

Centre for Missing and Exploited Children (CNZD)

ROLE

Design & Marketing Coordinator

TIMELINE

2018 – 2024

FOCUS

Brand & UX Design · Digital Platforms · Awareness Campaigns

IMPACT

Enabled a national movement with over 160,000 petition signatures, multiple safety platforms launched, and thousands of children and parents reached through campaigns and educational programs.

Context & Challenge

When I joined CNZD in 2018, the organisation was already a leading voice for child safety in Serbia – but its communication and digital tools weren’t keeping up with its impact. The mission was strong, yet the message often got lost in complexity.

Visual identity and campaigns were inconsistent, making it difficult to build recognition across different audiences – families, teachers, and institutions. Public awareness was high, but participation wasn’t. People cared deeply about the cause, yet they didn’t always know what they could do.

My challenge was to connect these dots – to design clarity, structure, and emotion into every touchpoint so people could move from awareness to action.

Research & Insights

The scale of the problem

Each year, between 1,300 and 1,500 children are reported missing in Serbia. This statistic shaped the urgency behind every design and communication decision – CNZD’s platforms had to feel accessible, safe, and immediate.

A campaign that changed perception

The #HoćemoAmberAlert campaign reached 24 million views in under 11 hours, proving that a clear message and strong visuals can mobilize an entire country.
It showed the power of human-centred communication – emotion, clarity, and a simple call to action.

People wanted to act - but didn’t know how

In interviews and observation, I found that most citizens wanted to help but felt unsure or afraid of “doing something wrong.” The design of CNZD’s reporting tools had to remove friction and emotional barriers – clear forms, safe tone, and direct feedback loops.

Education drives prevention

Through Safer Internet Day workshops and Voice of Angel events, it became clear that prevention is most effective when taught early and visually. Designing educational materials that children actually want to engage with turned awareness into behaviour change.

Design & Impact Timeline

2018

Building Foundations

I joined the Tijana Jurić Foundation (now CNZD) as part of a small multidisciplinary team working to strengthen the organisation’s visual identity and communication.

That year was about structure and alignment – defining tone, colours, and formats that could unify everything from educational leaflets to digital campaigns.

2019

Establishing a Visual Language

We redesigned the organisation’s branding across all materials – digital, print, and event-related.

I designed numerous campaign visuals, reports, and books that reflected the foundation’s growing professionalism and empathy-centred tone.
This was also the year CNZD started developing new educational formats and expanding partnerships, which required flexible and consistent visual systems.

2020

Moving Online & Expanding Reach

As the pandemic limited in-person events, we shifted focus to digital communication.
I helped adapt existing campaigns for online distribution and created templates for fast, cohesive social-media response.

It was also the start of developing NetPatrola, a platform for reporting online child abuse, where I worked on UX, interface design, and overall visual language – balancing trust, clarity, and emotional safety.

Amber Alert Serbia campaing - website design

2021

Amber Alert and National Visibility

I was part of the creative and communication team behind #HoćemoAmberAlert, a national campaign that reached over 24 million views in just hours and became one of Serbia’s most impactful advocacy initiatives.

I designed visual content for the petition, press materials, and online rollout, and contributed to the UX design of the AmberAlert.rs platform – later adopted as part of Serbia’s national alert system.

2022

Conferences, Campaigns, and Public Trust

CNZD grew rapidly and became more visible in the region. I supported the design of materials for the first Conference on Child Safety, ensuring a consistent brand presence across event visuals, digital banners, and reports. I also worked on marketing materials for campaigns and products whose proceeds funded educational projects, further strengthening the organisation’s self-sustainability and public trust.

2023

Education & Storytelling Through Design

Education and outreach took centre stage. I designed materials for dozens of school workshops and local campaigns held across Serbia, as well as several books and reports documenting CNZD’s work and recommendations for institutions. The focus this year was storytelling – making complex topics like online safety and digital abuse understandable and approachable for children, parents, and teachers.

2024

From Foundation to Centre

The transformation from the Tijana Jurić Foundation to CNZD became complete. I contributed to the rebranding and the rollout of new guidelines that ensured continuity between the past identity and the new Centre’s vision. This year also marked the Conference on Child Safety 2024, where I helped design materials, presentations, and visuals that reflected CNZD’s maturity as a national institution for child protection.

Outcome & Impact

160,000+ signatures for justice

The national petition for tougher prison sentences for child abuse and murder gathered over 160,000 signatures, creating one of the most powerful civic movements in Serbia.

I designed campaign visuals, social media content, and printed materials that helped turn collective outrage into structured action – giving CNZD a stronger public voice and policy impact.

Education that reached 3,000+ children

Through school workshops and Safer Internet Day programs, CNZD brought internet safety and prevention education to 17 schools and over 3,000 children across Serbia.

I designed posters, booklets, and interactive materials that helped children, parents, and teachers talk about online safety with understanding and confidence.

24 million campaign impressions in 10 hours

The #HoćemoAmberAlert campaign became one of the most viral humanitarian actions in the region – reaching 24 million views in less than 11 hours on Instagram.

Clear design, authentic messaging, and strong collaboration turned awareness into real advocacy – proving how design and empathy can move an entire country.

Dunja Cvetković has been an integral part of the Tijana Jurić Foundation for years, now Center for Missing and Exploited Children, contributing her expertise in design and a myriad of other essential tasks. As a creative force within the organization, Dunja meticulously crafts a wide array of materials, ranging from educational resources to promotional content. ...

Ruzica Radovic, Master Psychologist

Learnings & Reflection

Working at CNZD taught me how design becomes responsibility. I learned that clarity and empathy aren’t optional – they’re essential when helping vulnerable groups.

I learned how deeply design connects to social work, education, and marketing for good. Each project required balancing emotion with structure – communicating difficult topics in ways that were safe, respectful, and motivating.

After six years, I left with a stronger understanding of how strategy, storytelling, and empathy can build trust, mobilize people, and inspire change – one clear message at a time.

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