Where Belonging Begins
Joyful Slippers Day was conceived as an annual awareness campaign designed to create visibility, empathy, and action around children growing up without parental care. Developed in partnership with the Center for Foster Care and Adoption Milosevac, the initiative introduced a new symbolic day focused on foster families as places of safety, warmth, and belonging. Our role was to build the entire campaign ecosystem—from concept and naming to branding, messaging, and large-scale activation.
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The client
The Center for Foster Care and Adoption Milosevac is a public institution dedicated to supporting children without parental care and strengthening foster families across Serbia. Working at the intersection of social protection, education, and community outreach, the Center plays a key role in building awareness, trust, and long-term support systems for foster care.
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The need
With approximately 5,500 children in Serbia growing up without parental care, the Center needed a clear, positive, and participatory communication model that could reach children, schools, families, and the wider public. The challenge was to move beyond informational campaigns and create a recurring, recognizable moment that invites active participation—without stigma, pity, or distance.
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The solution
We created Joyful Slippers Day as a complete, scalable campaign platform. This included naming the day, defining the core message, developing the visual identity, and producing all creative and educational materials. The slippers were introduced as a universal symbol of home and safety—simple, joyful, and immediately understandable.
Designed as a nationwide activation, the campaign engaged schools across Serbia. On May 28, children wore joyful slippers to school, shared messages of support for their peers on social media, and took part in creative workshops focused on designing and decorating slippers. By empowering children as active participants and messengers, the initiative achieved organic reach, strong emotional resonance, and high institutional adoption.
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