The main motive for the action of delivering gifts as a token of affection, initiated by the ‘Novi Sad 2021 – European Capital of Culture’ Foundation, is the gratitude to Novi Sad artists and cultural workers in retirement who contributed to the cultural scene of Novi Sad with their work and dedication, and who left numerous legacies behind.

Partner in the project is IDEA, with whom the Foundation wanted to express the solidarity with senior citizens who, as the most vulnerable group in recent weeks, have spent the longest period in isolation and managed to cope with it, show patience and stay at their homes.

‘People and processes as the foundations and pillars of ‘new bridges’ of the ‘Novi Sad – European Capital of Culture’ project, successful cooperation with sponsors, local producers, representative expert associations, Academy of Arts, developed system of Cultural Stations and Novi Sad Voluntary Service, proved again that the culture is not only the creative work, but the way of life. This belief will make Novi Sad the capital of culture in future, during or after the title’, said Milana Milovanov on behalf of the ‘Novi Sad – European Capital of Culture’ project.

The gifts consist of authentic local products that are part of our tradition, and all articles are produced by small enterprises or farm workers, many of which are handcrafted.

‘We believe in the idea that art shapes the world we live in. That is why we are the first company that supported the ‘Novi Sad 2021’ Foundation and has actively worked on the promotion of culture. We are here today, during the pandemic, in order to support more than 150 artists who became important part of the cultural life of the city thanks to their work’, said Radovan Steljić, regional manager of the Mercator-S company, and he added that it is important to continue to adhere to preventive measures, and thus take care of each other.

Novi Sad Voluntary Service, one of the first projects of the ‘Novi Sad – European Capital of Culture’ Foundation, which emerged in cooperation with OPENS, which has been involved in the action of helping senior citizens in the territory of Novi Sad from the beginning, contributed to the implementation of the action.

‘Volunteering is the manifestation of culture that exists within all of us. We implement it and improve it in peace, within activities related to young people, in sport, culture, ecology and work with vulnerable groups, while during the state of emergency, we apply our acquired knowledge within community thus offering support and solidarity. Novi Sad Voluntary Service is the programme of all citizens of Novi Sad and, with the support of the two European capitals, strives to be a social heritage that will be support in the city after the title’, said Vojislav Prkosovački on behalf of the Novi Sad Voluntary Service.

The action of delivering gifts to artists and cultural workers in retirement will be implemented today and tomorrow, on 7 and 8 May.