CNZD Serbia
Advocacy through strategy, storytelling, and digital design for child safety
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.
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.
The #HoćemoAmberAlert campaign reached 24 million views in under 11 hours, proving that a clear message and strong visuals can mobilize an entire country.
Most citizens wanted to help but felt unsure or afraid. The design of CNZD's reporting tools had to remove friction and emotional barriers.
Building Foundations
Joined the Tijana Jurić Foundation as part of a small team working to strengthen visual identity and communication. Defined tone, colours, and formats to unify everything from educational leaflets to digital campaigns.
Establishing a Visual Language
Redesigned branding across all materials – digital, print, and event-related. Designed campaign visuals, reports, and books reflecting the foundation's growing professionalism.
Moving Online & Expanding Reach
As the pandemic limited in-person events, shifted focus to digital communication.
Amber Alert and National Visibility
Part of the creative team behind #HoćemoAmberAlert — a national campaign that reached over 24 million views in just hours. Designed visual content for the petition, press materials, and online rollout. Contributed to UX design of AmberAlert.rs platform – later adopted as part of Serbia's national alert system.
Conferences, Campaigns, and Public Trust
Supported design of materials for the first Conference on Child Safety. Worked on marketing materials for campaigns and products whose proceeds funded educational projects.
Education & Storytelling Through Design
Designed materials for dozens of school workshops and local campaigns across Serbia. Created books and reports documenting CNZD's work. Focus was storytelling – making complex topics understandable for children, parents, and teachers.
From Foundation to Centre
Contributed to rebranding from the Tijana Jurić Foundation to CNZD. Helped design materials, presentations, and visuals for the Conference on Child Safety 2024.
Dunja Cvetkovic 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.
— Ruzica Radovic, Master Psychologist
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.
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.