Creative. Protected. Yours.

As part of marking the 105th anniversary of the establishment of the Intellectual Property Office of Serbia, and with the aim of informing the public about the importance of intellectual property, the Office is implementing the campaign Creative. Protected. Yours. in cooperation with the EU Delegation in Serbia, with the support of the Project.

The campaign raises awareness of the importance of protecting intellectual property, highlights the link between purchasing from unverified sources and product safety, and encourages young people and the startup community to protect their innovative solutions. At the same time, it reinforces the message that Serbia, with the support of the European Union and international organizations, is developing standards in line with European values and good practices. 

Through modern formats and authentic stories on the social media channels of the Intellectual Property Office and the EU Delegation in Serbia, the campaign reaches the public in a way that builds trust and encourages active reflection on the topic of intellectual property protection.

The goal is to creatively, dynamically, and educationally bring the significance of these topics closer to citizens, while emphasizing the support provided by the European Union in their development. Through thematically connected stories, the campaign explains how the protection of ideas turns into innovation, how original products ensure quality and safety, and how individual choices made by citizens make a difference in creating a safer and fairer market.

The messages are based on everyday situations that the audience can easily recognize and identify with: buying a toy for a child, playing basketball, developing an invention, or deciding whether to buy medicine online. 

Special emphasis is placed on direct communication with young people, the startup community, consumers, and families, as they are the ones who make daily decisions that shape the market and create space for innovation.

The campaign is being carried out from mid-November to mid-December 2025 with the support of the project "EU Support for Internal Market".