By: Ana Barić, marketing student
As a marketing student, I recently found myself completely engrossed in the story of the student protests in Serbia – a story that touched me deeply, both as a person and as a student. It all started on that tragic day when the roof of the railway station in Novi Sad collapsed, taking the lives of fifteen people. That moment was not just a headline on a piece of paper – it was a cry that resonated through the soul of every one of us.
Students were the first to rise, stepping out onto the streets with the desire to break the silence of injustice, demanding accountability and truth. Their voices were not alone – teachers, farmers, lawyers, and even public figures joined them, creating a movement that touched hearts and awakened the conscience of an entire nation. Watching it unfold, I felt admiration swell within me, along with a strange warmth – because this was not just a fight for justice, but also a lesson in the power of human connection, one that I will never forget.
When the Heart Speaks, Everyone Listens
I remember my parents’ stories about Paris in 1968, when students, workers, and artists marched into history, carrying the torch of freedom and equality. Bruno Queysanne, a former assistant at the École des Beaux-Arts in Paris, described those protests with the words: “In the history of France, this was an extraordinary movement because it was truly massive – it concerned Paris, but also the provinces; it involved intellectuals, but also ordinary workers.” Similarly, the Serbian protests became something greater than mere rebellion- they became a call that united people from all walks of life. Students are fighting for justice, for freedom, for a world where no one has to mourn over the ruins of someone else’s negligence. “At night, the protests were very violent – cars were burning, things were being destroyed – but during the day, there was a sense of rest, summer, and relaxation. Still, the next day, people came and discussed what they had seen—some were for it, some against it. It was incredible – there was space for free speech, words were set free,” Bruno recounted.
In the same way, the protests in Serbia have created space for open dialogue, encouraging public discussion about the changes society desperately needs.
And this is precisely the magic that marketing can learn from – when a message resonates with universal values, it ceases to be just words on paper. It becomes a feeling that runs through the veins of everyone who hears it. It’s not about selling – t’s about igniting a spark in someone’s heart.
Truth as the Strongest Currency
What fascinated me the most about my peers was their authenticity. They didn’t hide behind masks or play games with grand words. They stood bare before the world – honest, vulnerable, but fearless. Their demands weren’t wrapped in glitter; they were raw, real, like the wind sweeping away the fog.
In marketing, we often chase the perfect slogan or the most dazzling campaign, but these students reminded me that trust doesn’t come from tricks – it grows from truth. Today, people quickly sense deception; they recognize when someone is feeding them empty promises. The students proved that honesty is the strongest asset – both in the fight for justice and in building a brand that people love.
And then came the brilliance of creativity. The slogan “Pumpaj” wasn’t just a word – it became a rhythm, the pulse of a movement that echoed through the streets and social media. It was as if they had taken an ordinary word and breathed life into it, turning it into a symbol of resistance and unity.
In marketing, we dream of such moments – when a hashtag or phrase becomes more than itself, when it becomes woven into people’s consciousness. The students proved that you don’t need millions to create something great – you need an idea that burns and a heart willing to share it with the world.
Their spirit didn’t break even after the first days. The protests have lasted four months – four months of daily fifteen-minute traffic blockades, university occupations, marches through rain and winter. That persistence, that quiet strength that refused to give up, held the public’s attention.
In marketing, we often rush, seeking quick wins, but these young people – my peers – taught me that true change comes from consistency. From a message that stays alive, fresh, unyielding.
When public figures joined in, the movement gained wings. Their support wasn’t just for show – it was confirmation that this wasn’t just a student struggle, but a fight for all people. In marketing, we know how much influencers can do – they add credibility, spread messages, build bridges to new audiences. But here, it was more than a tactic; it was a unity that proved that the voice of an individual, when joined with the voices of many, can break down even the hardest walls.
And they did – some of the responsible parties resigned, proving that when people stand united, driven by justice, they can move mountains.
Clarity and Simplicity: The Most Powerful Tools
The clarity and simplicity of their message also proved to be powerful tools. The slogan “15 za 15” (15 for 15), symbolizing 15 demands for 15 lost lives, conveyed the essence of the protests directly and resonated deeply with public emotions.
In marketing, simple and clear messages often have the greatest impact on the target audience.
And then came the moment that left a lump in my throat – the silent protest, where they stood in silence, remembering the victims. No words, just tears and heads held high, connecting with all of us in a way that no loud campaign ever could.
This was a lesson in emotions – how a story, told from the heart, can reach deeper than any megaphone or vuvuzela ever could.
A Movement That Leaves a Mark
To me, these protests are not just a political story; they are a mirror in which I see myself, my dreams, my values.
As a marketing student, I watch and learn – how a movement is built, how hearts are touched, how a lasting impact is made. I am inspired by their courage, by their ability to create something timeless through authenticity and emotion. Seth Godin once said that people don’t buy products – they buy relationships, stories, and magic. And that is exactly what I saw on the streets of Serbia.
These protests taught me that marketing is not just a game of numbers and strategies – it is the art of understanding the human soul, creating connections that last, and driving changes that endure.
As I look toward the future, I carry this lesson in my heart – because if we can connect people in this way, we can change the world, step by step, story by story.
