As the action unfolds on the pitch over the next two weeks, children across Serbia will be joining together off it in a campaign against racism, chauvinism and intolerance.
The Stronger Together campaign aims to raise awareness about the solely negative effects of racism and other forms of discrimination and intolerance. The objective is not only to create a positive atmosphere around the finals, but also to promote Serbian culture and traditions, and to familiarise the Serbian public with the culture and traditions of the participating countries.
Cities all around Serbia are taking part in the project, which will involve a number of activities and promotional events at matches. For example, schools are being invited to create banners which will be displayed as the teams line up before the final round matches, with prizes awarded for the best efforts. Workshops and discussions will also be held on relevant topics.
"There is no doubt that at the beginning of the 21st century, football represents the major element of the sports industry," says Stronger Together project leader Igor Janković. "As such, it plays an important role in social trends, especially in terms of promoting measures to combat all forms of violence, and to stimulate positive life attitudes and values. In other words, socially responsible behaviour is a safe path to the further development and expansion of football."
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