In the four-month campaign under the “Active for Rivers” slogan, more than 100 activities were organised in 20 cities across Serbia, with 300 partners that participated in their organisation.

In the campaigns of cleaning the banks and rivers in five cities, 350 Coca-Cola volunteers and representatives of the NGO sector collected 1.7 tons of packaging waste, which was then transported for recycling, and the fourth student Eco-Camp was organised at Veliko ratno ostrvo island.

“By inking the Partnership for the Green Danube with the ICPDR, the Coca-Cola System joined the Danube Day campaign and invested its global experience and resources in expanding and improving efforts of both parties in regard to the Danube river protection.

We are proud of the results we have accomplished in the previous six years and of the fact that the Danube Day has led to the establishment of cooperation between the governmental, non-governmental and business sector, which work together on improving the water preservation,” said upon the occasion General Manager of Coca-Cola Hellenic Serbia, Sotiris Yannopoulos.

“As any individual, the Coca-Cola System depends on water and water ecosystems, since water is the basic ingredient of our products and we use it in the production process. Therefore, we feel obliged to treat this valuable resource responsibly in our everyday operations,” added Yannopoulos.

The Danube Day 2010 campaign, harmonised with the International Biodiversity Year announced by the United Nations, started on June 01 with the celebration of the Sava River Day, and continued with the Central Celebration in Belgrade on June 26, when the international Danube Day was marked. Numerous activities across Serbia then followed.

“Numerous educational and interesting events organised in Belgrade and across Serbia in the last four months had a common objective – to send a message on the significance of education and individual approach in the protection of the Danube river ecosystem. We wished to motivate citizens of all generations and raise awareness of as many individuals as possible on the importance of personal contribution to the Danube preservation. It will be the mission of the National Water Directorate and the Coca-Cola System in the coming years as well,” said Director of the National Water Directorate, Aleksandar Prodanović.

The implementation of the Danube Day 2010 campaign was supported by around 300 partners, including the World Wildlife Fund (WWF), Supernatural, Sekopak, Centre for Monitoring and Evaluation, public utility company JKP “Zelenilo-Beograd“, and many other organisations from the civil and public sector.

The Danube Day is integral part of cooperation of the Danube basin countries and is celebrated in all fourteen countries, signees of the Convention on Cooperation for the Protection and Sustainable Use of the Danube River and members of the International Commission for the Protection of the Danube River (ICPDR), aiming to raise awareness of the population and appeal for rational use of water resources.

The ICPDR and the Coca-Cola System formalised their partnership in early June 2005, through the “Partnership for the Green Danube”, to improve the protection and maintenance of that precious river. It is a foundation for the organisation of the Danube Day in Serbia, through partnership between the Ministry of Agriculture, Forestry and Water Management and the Coca-Cola System.