McDonald’s Serbia and the Kreativno edukativni centar (KEC), Creative Educational Center, together with Chapter 4 Serbia, which supports the project’s communication, have won the DISRUPT Award for their long-running inclusion initiative “More than 20 Years of Inclusion – A Partnership Between McDonald’s Serbia and KEC That Changes Lives.” The initiative demonstrates how sustained cooperation can create real social impact.
The project is built on a long-term partnership between McDonald’s Serbia and KEC, which began in 2004 and has continued to grow ever since. Over time, more than 250 young people have participated in inclusive, work-related activities such as workshops, excursions, and seasonal initiatives, including decorating Christmas trees and creating New Year’s decorations. The goal is to create environments where everyone can participate, learn, and feel included.
Chapter 4 Serbia brings the project’s stories to the public through media relations, press activities, and social media, increasing the visibility of its impact.
The DISRUPT Awards, organized by Adam Studio, recognize innovative ideas that drive positive change. This award highlights the McDonald’s Serbia and KEC collaboration as an example of long-term inclusion with lasting impact.