Air Serbia awarded for socially responsible campaign - Uniforms Given a New Purpose

Air Serbia’s project titled “Uniforms Given a New Purpose”, implemented in cooperation with the humanitarian organization Child’s Heart (Dečje srce), is the winner of the Diplomacy & Commerce Award 2026 for the best socially responsible campaign. The campaign aims to give used pilot and cabin crew uniforms of Air Serbia a new value and purpose through the principles of the circular economy and inclusion. The uniforms are transformed into various useful items through the creative work of members of the Child’s Heart organization, thereby contributing both to environmental protection and to the empowerment of people with disabilities.

“The initiative Uniforms Given a New Purpose shows how responsible resource management can be successfully combined with care for the community, along with long-term social and environmental benefits. In this way, Air Serbia further confirms its commitment to sustainable development and its positive impact on the community in which it operates. This campaign demonstrates how sustainability and inclusion can be connected with our brand values. As a company focused on passenger experience, we believe that responsibility towards the community should be an integral part of business. We are proud that this initiative has been recognised and awarded,” said Bojana Knežević, Head of Marketing and Guest Experience at Air Serbia.

The Diplomacy & Commerce Award is given to projects that set high standards in the field of corporate social responsibility, while Air Serbia’s campaign was recognised as an example of an innovative and sustainable approach with a clear societal impact.