Tijana Adamov Ignjatović
Founder of the Campaigns with Purpose Festival and the Yellow Pants Initiative
Tijana Adamov Ignjatović is the founder of the first Festival of Socially Responsible Communication in Serbia and the region – Campaigns with Purpose, as well as the Yellow Pants Initiative – an initiative for the study of childhood and a CSR concept incubator.
She holds a degree in marketing and began her professional career in advertising at the end of the last millennium. After more than 25 years of experience in marketing agencies, guided by personal transformation, the mentoring legacy of Dragan Sakan, and a clear insight that sustainability essentially means responsibility toward future generations, she launched in 2018 a unique combination of a CSR platform, a festival, and an incubator of socially responsible initiatives.
Her work connects children, sustainability, and the power of communication, with a focus on projects that have real social impact, not just communication visibility. Through Campaigns with Purpose, she recognizes, rewards, and empowers initiatives that contribute to society as a whole, while strengthening local capacities for creating change.
She is also the author and initiator of the Early Childhood Day, Toys with Purpose, and other projects that demonstrate how ideas, when responsibly designed, can change the world. She lives and works in Belgrade.
The panel discussion “Lokalac Online” brings together representatives from the Lokalac initiative, education, and the civil sector to showcase how digital platforms can create real social impact. Through concrete examples, the panel will explore responsibility, solidarity, and the role of the internet in connecting and supporting local communities.
Moderator Marijana Borković from RNIDS, who leads the Lokalac project, will present the project’s results, future plans, and introduce the new Lokalac collection.
Tijana Adamov Ignjatović will explain why Lokalac won the Campaign with a Purpose 2025 award in the Social category and will speak about the importance of socially responsible campaigns in today’s digital environment.
Mirjana Katić, Principal of the Mathematical High School in Belgrade, will share insights on the importance of the donation received through Lokalac and why this support was especially meaningful for the school and its students.
Miloš Pešić from the 1% Foundation will address why support for young people in Serbia is essential today and how organizations and individuals can help improve opportunities for their development.