The campaign “The Most Important Call in Life,” implemented since 2016 by the Hemofarm Foundation and the Hemofarm Group in partnership with the Ministry of Health of the Republic of Serbia and patient associations, has received two Gold and one Silver awards from the Association of Marketing Communications (UEPS). The awards were presented at UEPS’s traditional annual ceremony, recognizing excellence in creative use of media, BTL communications, and the CSR non-profit sector.

This marks the 39th award for the campaign and the 72nd recognition the Hemofarm Foundation has received for its socially responsible work over the past ten years.

The campaign focuses on one of the most critical issues in Serbia’s health policy agenda: increasing the number of organ donors and transplants, adopting amendments to the Law on Human Organ Transplantation, and securing Serbia’s membership in Eurotransplant. The campaign is led by patients awaiting transplantation, individuals who have already undergone transplants, families of deceased donors who have given consent for organ donation, and physicians who raise public awareness about the importance of organ bequest.

“For us, this is not just another socially responsible campaign, but a strategic initiative involving all our employees with a single goal: to save the lives of approximately 1,800 people waiting for a donor. Every conversation about organ donation carries the power of “the most important call in life”, as it can change perceptions on this issue and save a life,” said Suzana Đorđević, Director of the Hemofarm Foundation.

Approximately 1,800 people in Serbia are still awaiting an organ transplant, including children. Although progress was recorded in 2025 in both the number of donors and completed transplants, the need for systematic improvement of the transplantation framework remains critical to increase the number of donors.