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Novak and Jelena for Happy Childhood of World’s Children at the Serbian Pavilion, Expo 2020 Dubai

by , Posted on 17th Feb 2022

The founders – Novak and Jelena – and other members of the Foundation’s Team amazed visitors of the Serbian pavilion at EXPO 2020 Dubai with innovative programs encouraging a happy and progressive childhood 

Novak Djokovic Foundation presented its work and mission dedicated to early childhood development at the Pavilion of the Republic of Serbia at the Expo 2020 Dubai exhibition. Numerous visitors from all over the world enjoyed the presentation on the fifteen-year work of the Foundation. They actively participated in the exchange of opinions and recommendations in direct contact with the founders of the Foundation – Novak and Jelena Djokovic – and other Foundation’s representatives, at the end of the evening program.

Special attention was given to the two main programs of the Novak Djokovic Foundation – “Support, NOT Perfection“, which recognizes the importance of the role of parents and guardians and empowers them to be better in the most important life task by building a mutual support network; as well as “Path of a Champion”, which has the task of supporting and educating parents whose children play sports. Workshop participants contributed to an inspiring exchange of ideas, advice, and recommendations regarding the biggest global challenges that parents face today. The motto of the “Path of a Champion” program is that every child is a champion regardless of his/her future career – and that each sport should be seen as play and a healthy way of growing up – reflected in the best way through the emotional experience, creativity, and positive energy the speakers and representatives of the Foundation shared with the participants at this event. Also, guided by the principles of the program “Support, NOT Perfection”, all the participants were reminded that there is no such thing as a perfect parent and that everything can be postponed – except the love you give to your child.

Proper ambassadors: NDF founders and NDF Team at EXPO 2020 Dubai.

Jelena Djokovic, NDF’s co-founder and Global CEO, shared her sincere satisfaction with this unique presentation on the global stage.

“Once again, I would like to thank the national platform “Serbia creates” for the invitation to Dubai to present not only our Foundation but also the country of Serbia in such a special way. I believe that we have managed to do that with today’s presentation, thanks to the synergy between the organizers, members of the NDF team, and everyone present.

The mission of the Novak Djokovic Foundation is to change the world for the better by investing in early childhood development and to give every child an equal chance for a better future.

This year we are celebrating significant milestones – 15 years of existence, 10 years since we marked early childhood development as the main goal of our mission, 50 kindergartens opened, 50,000 children helped. During these 15 years, we have been supported by 1,300 organizations / companies and 11,000 individuals through single donations – and we express our deepest gratitude to all those who believe in our work.

We will continue to work together to meet our goal of providing access to quality preschool education for every child in Serbia by 2030.”

Jelena Djokovic, Global CEO of NDF, presents our work to the EXPO visitors.

On behalf of the Government of the Republic of Serbia and the Serbian Pavilion at Expo 2020, Ana Ilić, Senior Advisor to the Prime Minister of the RS and Deputy Commissioner General of Serbia for Expo 2020, shared her joy over the visit of the Novak Djokovic Foundation:

“I am extremely proud that the Pavilion of Serbia hosted the Novak Djokovic Foundation and that we shared our impressions and knowledge of the most important topics, such as education of young generations, future leaders and champions with guests from all over the world, at the World Exhibition – the place that is currently a global center of innovation and progressive ideas for the benefit of our civilization. Today, in our Pavilion, parents from all over the world could learn a handful of practical tips and ideas to the benefit of our children – our most precious possessions.”

Novak Djokovic touring Expo 2020 Dubai.

Maja Kremic, National Director of the Novak Djokovic Foundation, also expressed special gratitude for the exceptionally successful event:

“We are ever so happy that we managed to present our work at the Serbian pavilion in such a beautiful, close, and warm way.” We hope that you have become better acquainted with our mission through the workshops of the programs “Support, NOT perfection” and “Path of the Champion”, as well as the rest of our presentation. Our presence at the World Expo in Dubai comes immediately after the end of the Season of Giving fundraiser, within which we exceeded our fundraising goal five times! The funds collected will be used for the opening of a new preschool in Nis and other Serbian cities. This and many other projects of the Foundation indicate that 2022 will be a very special year.”


     The World Expo 2020 Dubai, the first to be held in the Arab world, runs from October 1, 2021 to March 31, 2022, with the participation of more than 190 countries from around the world. Serbia is appearing at the World Exhibition under the modern brand of the national platform of Serbia, and the theme of the appearance is “Serbia creates ideas: Inspired by the past, shaping the future.”

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