Download report for 2008 (PDF format) - Telenor

Printed on recycled paper.

This printed report summarizes our Corporate Responsibility performance in 2008.
All the photos used in this catalogue are related to the projects initiated or supported by
Telenor d.o.o. or the Telenor Foundation.
For additional information on our CR activities or for downloading our report visit
www.telenor.rs/fondacija
Telenor aims to reduce its resources consumption and overall environmental impact. In an
effort to keep paper consumption at a minimum, we have limited the scope of our printed
annual report.

CONTENT
WORKING TOGETHER 5
OUR BUSINESS PRACTICE 7
OUR PLACE IN THE LOCAL COMMUNITY 10
SOCIALLY VULNERABLE GROUPS 13
EDUCATION AND YOUTHS 33
ART AND CULTURE 47
OTHER ACTIVITIES 59
AWARDS AND ACKNOWLEDGEMENTS 65

WORKING TOGETHER
Telenor believes that success is measured not only by good business results and a leading market position,
but also by treating the local community in a responsible way. We want our activities to be based on
responsible business practice. This kind of attitude justifies the trust of both our customers and the society
we are doing our business in. This is further supported by the fact that Telenor Group is ranked first on the
prestigious Dow Jones Sustainability Index list that ranks global companies based on the assessment of the
overall financial, social and environmental performance.
Soon after entering the Serbian market we started identifying the best way to direct our social responsibility
effort. This is why we established the Telenor Foundation in March 2007 in order to continue investing in
Serbia and helping the development of the country’s social potentials through the Foundation’s activities. We
invited experts from different areas of expertise to be members of the Foundation’s Managing Board in order
to follow the genuine needs of this society and contribute to its successful development. Today the activities
and projects of the Telenor Foundation are mainly focused on youths, their education and professional
advancement, socially vulnerable groups, and the development of cultural production and the art market.
For more than 1,200 of our employees we strive to create a working environment characterized by high jobsatisfaction
and opportunities for personal and professional development. As a provider with almost 3 million
subscribers in Serbia, many shops and offices, we have a significant cumulative impact on the environment.
We discuss the link between our technology and the challenges posed by global warming, which is the
greatest environmental challenge of our time. We are also implementing and developing the Climate Change
Program in order to adapt to a low-carbon future and through the recycling campaign Telenor actively
participates in solving a growing issue of electronic waste and raising environmental awareness among the
local public.
The values that we believe in are closely linked to the values that we create, and this is why we are committed
to carrying out our activities in a responsible way. This includes being a responsible employer, doing business
with integrity and managing our environmental impact, which leads us to our goal – which is to help the
progress of Serbian society.
Kjell-Morten Johnsen,
CEO Telenor d.o.o. and
Chairman of the Telenor Foundation Managing Board
Corporate Responsibility 5

Telenor headquarters, Belgrade

OUR BUSINESS PRACTICE
Communications services and the telecommunications industry play an important role in social and economic
development. That is why we have an obligation to conduct business with integrity, act according to our Code
of Conduct and therefore contribute to an open business climate. At Telenor we believe that good corporate
governance is an essential tool for achieving our vision, for creating values and strategic goals, for complying with
our values and for maintaining good corporate culture. The Group Management is responsible for ensuring the
existence of internal rules, procedures and structures that can efficiently secure value creation for all stakeholders
and where authority and responsibilities are clearly defined and mutually understood. We try to identify how
telecommunications can deliver environmental and social benefits to society, and to find tools aimed at minimizing
risks in this area regarding the governance of the Company’s operations. This is why we pay attention to our
responsibilities towards our employees, and responsible environmental and supply chain management.
OUR EMPLOYEES
Telenor d.o.o. employs 1,207 people with various backgrounds, a variety of skills and qualifications. Our employees
are called on to challenge themselves, to take on tasks other than those that they have been trained for, and in this
way discover new qualities and capacities.
We are guided by professionalism, responsibility and respect. These values define how we work together, and how we
treat our customers and partners. We aim to maintain a competent and diverse workforce through engagement and
performance management, for the sake of the personal development of our employees and to support the evolution
of our business in an ever-changing environment. An employee opinion survey is conducted every year. This was the
third year in a row that we have organized this survey and we are proud to say that 96.3 percent of our employees
participated in the survey this year. This way we will attempt to jointly identify all the fields that require improvement
through additional work.
Guided by the idea that the key to success is to climb the ladder as opposed to waiting for the elevator, we try to
provide as much trainings as possible for our employees and therefore provide for their personal and professional
advancement. In 2007 and 2008 we organized a wide range of trainings and educational programs, including:
Leadership Training, Human Resources Management, Onboarding Training, Codes of Conduct, Communication
Skills, etc.
Corporate Responsibility 7

ENVIRONMENT
Being a company in the ICT sector, when it comes to environmental issues, we focus on 1. energy consumption and
climate change and 2. materials and waste.
Our Response To Climate Change
Telenor’s impact on the environment is mainly due to the energy consumption, CO2 emissions, waste and visual
intrusion. In order to adjust to a low-carbon future Telenor has established the Climate Change Program that will
reduce the carbon footprint of our activities and promote the development of solutions that can help our customers
reduce their own carbon emissions. Key areas of the program are: our emissions, employee involvement, business
opportunities and renewable energy.
In a low-carbon society, the first priority is to take responsibility for our own emissions of CO2. Cutting carbon
emission means saving energy and cutting costs, and this forms the basis for sustainable growth. We will take steps
to ensure that our networks and base stations are as energy efficient as possible. In some countries Telenor is even
employing renewable energy sources to power network equipment, and we are testing solar-powered base stations
and repeater sites. A promising result is that these renewable energy sources produce more energy than is required
to power the base stations. This excess electricity can be used to benefit local communities in the future. In order to
achieve this, Telenor will depend on strong partnerships with energy providers.
Reducing the need for transport and travel is another priority. We are relying on virtual tools, such as
videoconferencing and we have established an internal program to help our employees share information and
communicate in ways that do not harm the environment.
Recycling Campaign
Telenor recycles tens of thousands of mobile phones through its recycling program in Serbia. Through this
campaign Telenor actively participates in solving the growing issue of electronic waste and raising environmental
awareness of the local public.
A majority of mobile telecommunication users usually buy new mobile phone handsets every two years. Due to
this a large number of old mobile phones ends up as regular waste. More than 90 percent of the materials could
be recycled and reused. Batteries, which represent 15 to 30 percent of the materials, could significantly harm the
environment. The consequences are double: discarding old mobile phone sets means also discarding inert gases,
metals, and this type of electronic waste pollutes the environment since it causes the release of toxic substances,
such as lithium and cadmium. We are proud to say that we have recycled more than 75,000 old cell phones
during a three-month campaign.
8 Corporate Responsibility

HOW WE DO BUSINESS
WITH PARTNERS AND SUPPLIERS
Corporate ethics are related to how we behave towards each other and the external world. All entities associated
with Telenor are responsible for following the rules and guidelines that are based on Telenor's basic values and
which form attitudes we can be proud of. Telenor's guidelines for corporate ethics apply to members of the Board
of Directors, managers and other Telenor employees, as well as others acting on behalf of Telenor. Telenor Group
initiated the HIT Project. The HIT Project stands for - Health, Safety and Environment in Telenor with the vision of
relaying to all its suppliers and business partners the importance of complying with regulations on occupational
safety, as well as human rights with a special emphasis on the protection of children’s rights. We are investigating
ways in which our suppliers operate in the field and follow-up on them (application and practice), we are checking
official regulations and procedures (both local and global) and we focus on culture and awareness of this issue.
The HIT objectives will be achieved with the support and cooperation of Telenor employees, as well as of each
individual supplier and business partner from this sector. This is based on intensive communication, support and
monitoring of suppliers, while Telenor will provide logistical supports as well as expertise aimed at reaching these
goals as efficiently as possible.
We are focusing our efforts on a collaborative approach with suppliers, through a formal and informal dialogue
aimed at improving relationships and performance in supply chain management.
OUR CONTRIBUTION TO SOCIETY
In an effort to show the positive effects of mobile communications Telenor commissioned Deloitte to carry out
a study of our markets in Serbia, Bangladesh, Malaysia, Pakistan, Thailand and the Ukraine in 2007. This study
revealed a close correlation between mobile penetration and GDP (Gross Domestic Product) growth. In emerging
markets, a 10 percent increase in mobile penetration could boost GDP growth by as much as 1.2 percent. Our
business has a positive effect on increasing productivity, economic welfare, education and health improvement,
disaster relief and improving conditions in rural areas and low income groups.
Wherever we are present worldwide, mobile communications technology contributes to social inclusion and helps
people to stay in touch. However, for many people across the world, access to communications services remains a
remote prospect. Access is a means of fighting poverty, illiteracy and poor health and a means of helping people to
improve their living conditions. This is what we mean when we say Empowerment Through Access. We continue to
create value for society by providing more people with access to communications services.
Corporate Responsibility 9

our place in
THE LOCAL
COMMUNITY
Telenor d.o.o. and the Telenor Foundation

Work by Igor Stangliczky in Belgrade, Art2SitOn project

“
Keep
promises”
”Trot through the World of Silence“, in cooperation
with “Open Circle“ and “Kremen“ Riding Club

SOCIALLY VULNERABLE GROUPS
We aspire to provide support for the poor and other socially vulnerable
groups and therefore contribute to the improvement of their living
conditions. We carry out joint programs with social and humanitarian
institutions and encourage the voluntary participation of Company
employees in such programs and other activities. We pay special attention
to children and youths.
According to available data there are more than 700,000 people
with disabilities living in Serbia. In order to provide them with equal
opportunities we have founded the Social Club at the Special Hospital for
Rehabilitation and Prosthetics, and the first University Center for Students
with Disabilities, in collaboration with the University of Belgrade. Camps
and other programs for children without parental care and children with
special needs, and the renovation of institutions where they live,
are aimed at contributing to better quality of life for children and
their social inclusion.
Corporate Responsibility 13

THE FIRST UNIVERSITY CENTER
FOR STUDENTS WITH DISABILITIES
March 2008 – The University Centre for Students with Disabilities, the first in the region, was established as the
result of a joint effort by the University of Belgrade, the Association of Students with Disabilities from Belgrade, and
the Telenor Foundation. The Centre is located at the University Library “Svetozar Marković”.
The University Centre for Students with Disabilities was established by the University of Belgrade at the initiative
of the Association of Students with Disabilities in Belgrade, while the Telenor Foundation supported the overall
adaptation and functionality by providing necessary equipment. Through constant and carefully designed activities,
students are provided support throughout their schooling: from selecting a faculty to job opportunities
after graduation.
“The University in Belgrade has provided huge support, and expressed openness and understanding for the
needs of students with disabilities from the very beginning. The idea was implemented thanks to Telenor, which
has recognized the significance of such a centre and supported its founding. We hope that the obstacles that
we encounter will be fewer in the future and that the Centre will successfully encourage young people to get an
education. Another highly important task of the Centre will be eliminating prejudices towards young people with
disabilities and a aiming for full integration of students with disabilities in all educational and cultural events,” said
Ljupka Mihajlovska, the Director of the Association of Students with Disabilities and the manager of the Centre.
14 Corporate Responsibility

Snježana Jović
at the University Centre
for Students with Disabilities, Belgrade
Corporate Responsibility 15

SILENT SOCIETY PROJECT INSPIRED BY
“INVISIBILITY” OF CHILDREN WITH DISABILITIES
October 2008 – A teddy bear on wheels instead of legs is the symbol of the Silent Society exhibition by Mladen
Hrvanović, inspired by everyday challenges faced by children with disabilities. The exhibition was opened in
Belgrade, at a makeshift pavilion over a fountain, constructed especially for this purpose, thanks to partnership with
the Telenor Foundation, the Ministry of Labor and Social Welfare, and SMart Kolektiv.
A chance encounter with a boy in a wheelchair inspired Hrvanović to use his art to draw public attention to the fact
that there are children with disabilities in our midst and that they must not live in silence and be socially invisible.
The teddy bear on wheels, which is unable to negotiate any physical obstacle unassisted, represents their everyday
life and sends a message that we are all equally different.
The Silent Society exhibition was seen by more than 10,000 people in twelve days. Additionally, on November
6, 2008, the Telenor Foundation purchased the teddy bear on wheels, which is more than two meters tall and
is currently exhibited in the hall of the Telenor office building in Belgrade. The funds from the sale and future
purchases of new exhibits will be allocated for providing ramps at public places for children and adults in
wheelchairs.
The Silent Society project will continue with a cartoon where the main character will be the teddy bear on wheels,
and the creation of a Web portal where the public can be informed and educated on the position of persons with
disabilities. The final result of the project will be the installation of ramps in public places throughout the city, which
will facilitate the movement of wheelchair-bound persons.

CHANCE FOR EQUAL OPPORTUNITIES
December 2008 – December 2008 - More than 180 patients of the Special Hospital for Rehabilitation and
Prosthetics now have a Social Club, the only place which helps disabled people through activities aimed at
reinclusion in families and social life. At the Club, which occupies a renovated and equipped space, an expert team
will carry out educational and inclusive programs. All activities are designed with the aim of providing users with an
opportunity to learn and participate, as well as to socialize and relax.
The launching of the Social Club has been made possible by the Telenor Foundation, in cooperation with the Special
Hospital for Rehabilitation and Prosthetics and the Centre for Quality Education. On this occasion, which coincided
with the International Day of Persons with Disabilities, Stein Erik Vellan, the CEO of Telenor Serbia visited
the Special Hospital.
The Club beneficiaries learn computer skills, participate in employment and professional retraining counseling, and
learn about their rights, defined by the laws of the Republic of Serbia. Activities facilitating their reinclusion in social
life are important, as are activities contributing their independent functioning. Workshops for psychosocial support,
creative workshops, organized visits to theatres or cinemas, entertaining evenings, informal socializing and watching
television contribute to better integration and easier and more successful reinclusion in families and social life.
“There are more than 700,000 disabled persons in Serbia and only one institution specialized in their rehabilitation
- this Special Hospital. The waiting list is very long, while a shortage of staff and other resources for proper work is
evident. Thanks to the Telenor Foundation, conditions for more comprehensive rehabilitation of users, which has
previously included only physical rehabilitation and recuperation, have been established. What is often neglected is
the fact that the most difficult thing for people who suffered such trauma to accept their disadvantages and move
on. Love, strength and optimism are then necessary both for those who need support and those who are there to
provide this support,” says Biljana Vidaković Maksimović, the Director of the Special Hospital for Rehabilitation
and Prosthetics.
Users have promptly confirmed that they are highly interested in activities of the Social Club, and appreciation of
those who work with them on a daily basis is evident as well.
“In the year of equal opportunities, when one of the main objectives is to fight discrimination of disabled people, the
establishment of the Social Club is a good example of an approach to the affirmation of rights of disabled persons
in the long run. This initiative encourages disabled people to focus on their personal growth and provides them with
strength to equally participate in the society,” explains Jelena Čoko from the Centre for Quality Education.
18 Corporate Responsibility

Social Club at the Special Hospital for Rehabilitation and Orthopaedic Prosthetics, Belgrade
Corporate Responsibility 19

Sandra Štajner, Telenor CCO, Zoran Alimpić, Acting President of Belgrade City Assembly, and
Cameron Munter, US Ambassador to Serbia, at the Children and Youth Shelter, Belgrade
NEW FACELIFT
FOR BELGRADE YOUTH CENTER
June 2008 - The Telenor Foundation, the City of Belgrade, the U.S. Embassy Belgrade, through the Ambassador’s
Fund for Refugees, and the Vlade Divac Children’s Foundation have joined forces and funds to renovate the Shelter
and Reception Center for Children and Adolescents in Belgrade. The shelter was fully refurbished to better suit the
needs of the center’s protégées, and now includes renovated facilities and new educational and medical equipment.
Donor assistance also made possible the publication of Say Hello to Somebody, a collection of short stories and
drawings by the center’s youths.
“The greatest satisfaction for the children and for all of us who work in centers like these is when society
demonstrates its commitment to children and understands the challenges that they face. Every year, we
accommodate up to 600 vulnerable children, including runways, migrants, and street children. We appreciate the
generous support from donors, which has made it possible for us to better care for the children here. The impression
these children have when they enter these clean, bright rooms is that someone will watch over them,” said the
Center’s manager, Danijela Stajković.
Donors and the press gathered at the center to celebrate the completion of the renovations. The event included
a recital prepared by the children and featured popular singer Leontina. The children also read excerpts from Say
Hello to Somebody.
20 Corporate Responsibility

H.E. Boris Tadić, President of the Republic of Serbia, and Stein-Erik Vellan, former Telenor CEO, at
the cocktail marking the purchase of digital breast scanner, Telenor Expo Centre, Belgrade
HELP FOR THE PURCHASE
OF A DIGITAL MAMMOGRAPHY SCANNER
June 2008 – November 2008 - A fund-raising campaign for the purchase of the first digital mammography scanner
in Serbia was launched by TV B92 in early May. The Telenor Foundation donated RSD 1 m to support the Ministry
of Health of Serbia and the Institute for Oncology and Radiology in their campaign “77 Women in 7 Days / Change
the Statistics“ aimed at raising awareness and early detection of breast cancer and procurement of a digital X-ray
machine. Many individuals and as many as 112 companies, including Telenor, pitched in, raising RSD 49m. The
remained will be spent on the training of radiologists.
Despite the fact that this type of cancer is curable if detected on time, statistics show there are 4,000 new breast
cancer cases in Serbia each year - 1,500 of them being fatal. The purchase of a portable mammography scanner will
provide the possibility of regular check-ups for women in remote regions in Serbia.
The end of the drive ”77 Women in 7 Days – Change the Statistics“ was celebrated with a cocktail held at the Telenor
Expo Center. Guests included the President of Serbia, Minister of Health and other dignitaries.
President Tadić invited nongovernmental organizations, media and institutions to use every opportunity to launch
initiatives that could contribute to solving this public health and social problem by promoting self-health care and
early detection.
Corporate Responsibility 21

TELENOR EMPLOYEES
FOR CHILDREN WITH SPECIAL NEEDS
January 2008 – The INSPIRE leadership training program was organized for Telenor’s middle management, so that
current and future leaders might gain tools and advice that would help them face challenges related to successfully
organizing, leading and developing teams in circumstances of continuous and rapid change, as imposed by the
mobile telecommunications market today.
As part of both small and large teams, 66 managers from various fields and organizational groups participated in
workshops, exercises and lectures which were an integral part of the training program.
The final assignment for all training participated was a corporate responsibility project – the teams, each comprising
of five members, were given the assignment to design and jointly carry out a support project for the “Milan Petrović”
School for Children with Special Needs in Novi Sad.
The exhibition held at the Telenor building, on January 24, 2008, was the result of the joint work of two project
teams, which opted to support the school by organizing sales exhibitions of handiworks, i.e. informing business
partners of the school’s capabilities and requirements, with the aim of attracting the attention of a larger number
potential long-term partners for the school.
On this occasion, Telenor’s business partners had the opportunity to purchase works created at the school and at
the school’s workshops, such as pottery, woven scarves, painted hats, one-off handmade pieces from the tailor
workshop, baskets with spices and jam made at the school farmstead in Čenej, as well as paintings. Also exhibited
were ten works of art donated to the School by Serbian painters, created during the fifth annual art colony “On the
Canal between Two Bridges”.
The projects for the school created by other groups included: costume concert, designing and constructing a bakery
with a drying room, providing an adequate computer, designing, creating and maintaining school Internet through
the development of a Web-base application, center for telephone surveying, producing bookmarkers, purchasing
of a plastification and binding machine, media promotion of the school’s program and educating students on the
rational use of energy and constructing didactic material.
22 Corporate Responsibility

Selling exhibition within
the “Inspire” Telenor management
program, Telenor Expo Centre, Belgrade
Corporate Responsibility 23

Sandra Štajner, Telenor CCO, Judita Reichenberg, Director of UNICEF Office for Serbia, and laureate
Mirjana Jakab
UNICEF AND TELENOR AWARD
JOURNALISTS FOR ETHICAL REPORTING
November 2008 – The UNICEF Office in Serbia presented awards to journalists for quality and highly ethical
reporting on children and their rights, for the fifth time, on Universal Children’s Day. Telenor has joined in as a partner
and provided special reward - Nokia N96 mobile phones for the prize-winning journalists.
More than 40 articles, radio and television reports by 30 authors competed and the winners were Mirjana Jakab for
an article titled “Child with Disability Also Victim of Incest”, published in Gradjanski List, and Jelena Marinkovic for a
report titled “White-Colored Walls”, broadcast on TV Pirot.
The jury was made up of the following members: Dr. Snježana Milivojević, a professor at the Faculty of Political
Sciences, Dragan Janjić, Assistant Minister of Culture of the Republic of Serbia, Djordje Vlajić, BBC reporter, Ljubomir
Pejaković, Advisor to the Minister of Labor and Social Policy of the Republic of Serbia, and Jadranka Milanović, media
consultant for UNICEF in Serbia.
The media reports were evaluated based on criteria of promoting children’s rights and general professional
standards of reporting in journalism, including quality of reporting, ethics, public benefit, and whether the material
can be considered an initiator of positive changes in society and its norms.
24 Corporate Responsibility

TELEASSISTANCE FOR CITIZENS OF BELGRADE
April 2008 – On April 21, at a ceremony organized at Belgrade City Hall, a cooperation protocol was signed on the
occasion of the start of the “Teleassistance for the Citizens of Belgrade” campaign. The City of Belgrade and Asistel,
a company providing teleassistance services in Serbia, have organized this campaign, with the aim to improve the
social position of our eldest citizens. Telenor d.o.o. was among the first companies to recognize the importance of
such important humane campaign and took advantage of this opportunity to invite other companies with corporate
social responsibility programs to join in.
One of the basic long-term objectives of developing social care, which was promoted by the City of Belgrade and City
Secretariat for Social and Child Care, was to help the elderly who are unable to care for themselves. In cooperation
with the Asistel company, the City came up with the idea to organize a donor action where the companies that are
doing business in Belgrade would donate this service to our eldest and socially most vulnerable citizens. By means of
teleassistance, Asistel organized help for its users over the phone, with the activation of a button that the individuals
had on themselves and, depending on the nature of the call, organized urgent assistance in crises, putting the users
at ease, talking to them when they felt lonely, providing different information, etc.
“According to the City of Belgrade development strategy, social development will be based on the community’s
progression towards higher welfare levels – increasing health and other care for the majority of citizens, and
especially for the most sensitive and vulnerable social groups, improving quality of life and availability of services of
public interest. One of the fundamental long-term objectives of the development of social care is assistance to the
elderly who are unable to care for themselves”, said acting Mayor Mr. Zoran Alimpić at this event.
It is estimated that there are currently 18,000 elderly people in Belgrade who need some type of help. The
teleassistance service implied organizing help over the phone and giving users a 24/7 sense of security. This
program is dedicated to the promotion of physical, emotional and spiritual welfare of the elderly who usually spend
most of their time alone.
Corporate Responsibility 25

SUPPORT PROGRAMS
FOR VULNERABLE GROUPS
WINTER CAMP FOR
CHILDREN WITHOUT PARENTAL CARE
January 2008 – The Association of Extreme Sports of Serbia and Telenor organized a winter camp for children
without parental care on Mt. Stara Planina. Twenty-five young people between the ages of 9 and 18, wards
from homes for children without parental care throughout Serbia, took part in the seven-day mountaineering,
orienteering and snowboarding camp. Children learned some of alternative sports and participated in workshops
on prevention of drug addiction, alcoholism and violence. This was the second time that Telenor worked with the
Association, after they jointly implemented a successful mountaineering summer camp on Mt. Kopaonik in 2007.
ECONOMIC EMPOWERMENT AND
INCLUSION OF CHILDREN WITHOUT PARENTAL CARE
June 2008 - Telenor Foundation continued a successful cooperation with Resource Center from Leskovac, in
creating and implementing the Program of Economic Empowerment and Inclusion of Children without Parental Care,
in collaboration with Home Economics Center ”Danica Vuksanović“ and Centers for Social Work of Jablanica District.
Numerous volunteers and youths without parental care joined the support program called ”Big Brother/Sister“,
which encourages children without parental care to spend time with young volunteers, in order to develop good
communication and cooperation. The children who took part in this program were adequately prepared for various
vocations, e.g. beautician, masseur, baker, pastry-cook, hairdresser, electrician, grill tender, etc.
26 Corporate Responsibility

Winter camp for children without parental care at Mt. Stara
Planina, in cooperation with the Serbian Extreme Sports Association
Corporate Responsibility 27

CHILDREN WITHOUT PARENTAL
CARE IN SUMMER CAMP ON KOPAONIK
September 2008 - The Association of Extreme Sports of Serbia and the Telenor Foundation organized a summer
camp for 25 children without parental care on Mt. Kopaonik. The program included climbing with full alpine gear,
walking to the geyser and to the mountain peaks, sports activities and workshops. Despite the inclement weather,
children managed to visit the Djurdjevi Stupovi monument and Karaman Ridge, and to see Markov Kamen.
REHABILITATION OF CHILDREN
FROM KOSOVO, VISITING WITH NORWEGIAN FAMILIES
February 2008 – March 2008 – The Telenor Foundation covered the travel expenses for 50 children from Kosovo to
go to Norway to stay with Norwegian families. The project was initiated and realized by the Serbian Red Cross. The
majority of the children had never left their city.
NEW TOILET STALL FOR DISABLED STUDENTS
May 2008 - In order to assist disabled students at the Faculty of Electrical Engineering and other technical faculties,
the Faculty of Electrical Engineering renovated and modified a toilet stall for students with disabilities, with support
of the Telenor Foundation.
28 Corporate Responsibility

Summer alpinism camp at Mt. Kopaonik, in cooperation with the Serbian Extreme Sports Association
Corporate Responsibility 29

HIPPOTHERAPY FOR
CHILDREN WITH SPECIAL NEEDS
July 2008 – The Telenor Foundation, the Open Circle organization from Pančevo and Kremen Equestrian Club
supported to the project named “Trot Through the World of Silence”, which included hippotherapy and therapeutic
riding for two groups of children with impaired hearing, who are at the same time the members of the Intermunicipal
Organization of the Deaf and Hearing Impaired People from Southern Banat.
On several occasions children visited the Pančevo Racecourse, where such programs have been implemented for
three years now, and they showed great interest in this kind of rehabilitation. The project, the first of its kind in Serbia,
included one 90-minute therapy session per week, consisting of treatment and relaxation exercises. This kind of
therapy has a positive effect on children’s health and it improves their balance, motion coordination, motor planning,
increases their self-confidence and interest for their own life, and it also eliminates prejudices.
SEIZE THIS DAY WITH ME!
September 2008 –The Telenor Foundation was the general sponsor of the traditional film festival “Seize This Day
with Me!“, which has been organized since 2003 in cooperation with the Novi Sad Cultural Centre. The city, provincial
and republican authorities, as well as many local and national media also supported this event.
The event had a competitive and international character and was aimed at informing the public about the
lives and rights of people with disabilities, the recognition of our own identity and potentials, achieving better
understanding and acceptance of diversity and drawing media attention to our activities and events. Apart from
short documentaries on the subject “Life, Activities and Achievements of the Disabled”, the festival also included film
workshops, panels, theatre performances, and exhibitions, featuring disabled persons.
Nearly 400 visitors, 23 films, four discussions, two panels, 16 reporters and journalism students, a number of
volunteers, exceptional media coverage and new donors indicated that this event is gaining both quality and
importance in our community.
THE TELENOR FOUNDATION AND
THE MULTIPLE SCLEROSIS ASSOCIATION
Also, the Foundation raised funds for the Multiple Sclerosis Association of Serbia, aimed at contributing to better
quality of life of patients with multiple sclerosis.
30 Corporate Responsibility

“Trot through the World of Silence“, in cooperation
with “Open Circle“ and “Kremen“ Riding Club
Corporate Responsibility 31

“
Make it
easy ”
Winter camp for children without parental care at Mt. Stara
Planina, in cooperation with the Serbian Extreme Sports Association

EDUCATION AND YOUTHS
The Telenor Foundation focuses special attention on youths, and
invests in talented people in Serbia, their education and professional
advancement. The Foundation launches and realizes special
programs, seminars, lectures and scholarships aimed at educating
and advancing young experts in fields relevant for Telenor’s activities.
Pursuing these targets we continue to maintain a strategic
partnership with one of the most significant scientific-research
centers for young people in South East Europe – the Petnica
Research Center. In order to provide support for future experts
in what is our core business, we have also established an award
for contributions in telecommunications, named after our most
prominent telecommunications expert, Prof. Ilija Stojanović. We
create environmentally friendly playgrounds and collaborate with the
People’s Office of the President of the Republic in its projects aimed
at improving education conditions. We wish for young students to get
involved in business and to be aware of how companies operate. That
is why we provide support for student camps and provide resources
for their research work and exchange programs.
Corporate Responsibility 33

THE PARTNERSHIP BETWEEN THE TELENOR
FOUNDATION AND THE PETNICA RESEARCH CENTRE
January 2008 – December 2008 – For a second consecutive year the Petnica Research Centre remains the partner
of the Telenor Foundation. This year, the Foundation financially supported the entire science education program,
and research and developmental projects. The Foundation has also provided IT equipment and Telenor
experts as lecturers.
This strategic partnership between the Telenor Foundation and one of the most significant youth scientific-research
centers in the South East Europe was established in 2007, with the aim of providing a long-term contribution to the
Center’s development.
The Telenor Foundation is a member of the Petnica Fund for Development of Scientific Education, which was founded
with the aim of insuring independent and continuous financing and development of education at the Petnica RC.
"The Telenor Foundation involvement in providing support for innovative scientific education of youths is a great
example for many other companies and financial institutions, domestic ones above all, to follow the lead of
respectable and successful foreign companies, which for decades have provided active assistance to quality
education and guidance for youths towards science and modern technology," said Petnica Research Centre director
Vigor Majić.
November 2008 – The 7th Annual Petnica RC Conference, titled „Step into Science“ started on November 27th
and lasted five days. This Conference represented the end of a year-long cycle of seminars, organized for gifted
secondary school students who are interested in scientific and research work.
The Conference presented 67 papers authored by 95 students, who were involved in 15 educational programs. These
papers presented the results of research projects realized during the previous year, through close to 150 seminars.
More than 50,000 secondary school and college students and teachers from Serbia and neighboring countries have
attended these seminars since the Center opened in 1982.
34 Corporate Responsibility

Workshop as part of scientific education program in cooperation with Science Centre Petnica
Corporate Responsibility 35

PROF. DR. ILIJA STOJANOVIĆ AWARD CEREMONY
December 2008 – At the ceremony marking the Day of the Faculty of Electrical Engineering in Belgrade, an award
named after Prof. Dr. Ilija Stojanović was presented for the second time on December 13, 2008. The Award was
founded in 2007 by the Telenor Foundation, honoring our most prominent expert in the field of telecommunications.
The Prof. Dr Ilija Stojanović Award is presented in several categories to the most successful students, young scientists
and researchers for their contribution in the field of telecommunications. In accordance with its values, the Telenor
Foundation founded this Award to provide young generations with support and help them continue on a path of
scientific and creative work (following the example of Prof. Stojanović).
Prof. Dr Ilija Stojanović, a member of the Academy of Science and Arts, was the father of modern theoretical
and practical telecommunications in the former Yugoslavia and present-day Serbia. He was the founder of the
Telecommunications Department at the Faculty of Electrical Engineering in Belgrade, where he started his career,
and taught nearly all the generations of today’s experienced telecommunications engineers who are the
leaders in the sector.
Since the start of its operations in Serbia, Telenor has been strongly supported by Prof. Stojanović, who has invested
his knowledge and experience in the development of the company and its values. Although long-retired, he spent
his last working day at Telenor, and therefore this Award has a special significance to both the young people for
whom it was established, and all the Telenor employees.
36 Corporate Responsibility

Oystein Mikkelsen, Telenor CTO, and Ana Krstić,
manager of Telenor Foundation, at the award ceremony
Corporate Responsibility 37

STUDENT
ENTREPRENEURSHIP PROGRAM
June 2008 - November 2008 – During a seven-day training course at the second Student Entrepreneurship
Summer Camp in Sutomore, secondary school students from Serbia, Kosovo, Bosnia and Herzegovina, and Norway
learned how to manage future employment processes more easily and quickly.
The camp was organized as part of the Student Entrepreneurship project, run by the Norwegian non-governmental
organization Business Innovation Programs. By donating laptops and financial funds to the Camp, the Telenor
Foundation provided participants with quality conditions for learning and socializing, as well as use of the Internet.
The Student Entrepreneurship is a program for the inclusion of students in the development of companies, and it is
based on learning through experience. The main idea of this educational program is to galvanize entrepreneurial
spirit, with the main objective being the creation of opportunities for self-employment, as well as establishment of
cooperation between secondary schools and the business community.
Supervised by trained teachers/mentors, 112 secondary school students studied the overall business cycle of
companies and learned how to deal with problems, obstacles and achievements. They had the opportunity to set up,
develop and shut down their own fictional company, within one year.
“The main objective of this program is to facilitate the development of an entrepreneurial environment, aimed
at motivating young people to build their future. The cooperation with the Telenor Foundation helps us continue
developing the potentials of young people in the countries where we are active,” said Jon Steinar Ostgard, the
General Manager of the Program.
On October 28, 2008 the students who participated in the Student Entrepreneurship Camp in Sutomore visited the
Telenor offices and had the opportunity to meet with our employees, learn about how we operate and about our
CR activities.
The Telenor Foundation also supported the 6th regional SE Fair, as the part of the International Entrepreneurship
Fair. This SE Fair was organized by Business Innovation Programs (BIP), as a conclusion of the BIP SE activities for
the academic year 2007/08. Fairs were jointly organized by the BIP and the Serbian Ministry of Youth and Sport.
Student–entrepreneurs competed in the following categories: best business idea, most innovative product/service,
and best stand/logo/image. The Belgrade regional SE Fair represents the conclusion of this year’s involvement in
the Student Entrepreneurship program, realized in secondary schools in Belgrade, Lazarevac, Obrenovac, Šabac,
Smederevo, Velika Plana, Smederevska Palanka and Prokuplje.
This program aims to engage secondary school students in real company development processes, with actual
products, finances, and it is the result of the experience in such programs realized in Scandinavian countries.
Through teamwork, together with the lecturers and mentors, students are introduced to the entire development
process – from choosing the name and the industry, to marketing and distribution strategies.
38 Corporate Responsibility

Students’ Entrepreneurship Fair in Belgrade, in cooperation
with the Norwegian ngo “Business Innovation Programs“
Corporate Responsibility 39

THE TELENOR FOUNDATION AND
THE PEOPLE’S OFFICE OF THE PRESIDENT OF SERBIA
„WAKE UP SERBIA“ CAMPAIGN
September 2008 - Restrooms were built, as part of the campaign “Homework for All of Us”, run by the People’s
Office of the President of Serbia, in the elementary school in the village of Grlište. Thanks to the Telenor Foundation,
restrooms were built in six schools around Serbia. More than 1,000 schools in our country, mainly in rural regions, use
outhouses and classes are taught in buildings that do not meet basic hygienic standards.
Officials from the Telenor Foundation and the People’s Office of the President of Serbia visited the village of Grlište
near Zajecar. Ana Krstić, Manager of the Telenor Foundation, presented gifts to the remote class of the “Vladimir
Petkovic Dis” Elementary School during her visit. The package included balls, nets for volleyball, basketball and
soccer, and teaching materials, tools and books.
“LET’S WAKE IT SERBIA UP” CAMPAIGN
December 2008 - The Telenor Foundation has joined the project ''Let`s Wake Serbia Up'', started by the People's
Office of the President of the Republic of Serbia, by donating 33 computers to 12 schools in Serbia. This project aims
to increase the level of computer literacy in schools and associations, and among the public and gifted individuals
from socially vulnerable categories.
Thanks to the Telenor Foundation, elementary schools in Vranje, Tutin, Žabar, Trgovište, Petrovac, Negotin, Medvedja
and Čajetina will receive equipment for computer science classes, software and educational material, and sanitary
facilities will be renovated at two schools.
Joining this action is a great way to continue our mission of improving and modernizing the education system in
Serbia, and to stay on course with our efforts to pursue our CSR policy.
40 Corporate Responsibility

“Let’s Wake IT Serbia Up“ in cooperation with the People's Office
of the President of the Republic, in Trgovište elementary school
Corporate Responsibility 41

PROFESSIONAL TRAINING
AND DEVELOPMENT PROGRAMS
CREATE YOUR FUTURE
November 2008 – The third job fair for students and graduates of the technical facilities, JobFair 07, was held on
November 3-4, 2007, at the Reception Room of the Faculty of Civil Engineering in Belgrade, under the slogan
“Create Your Future”.
The goal of this event was to help students and graduates find the job they want or internship opportunities at some
of the companies that are successfully operating in Serbia. Students had the opportunity to enter their information in
an electronic database, or submit it personally to company representatives. By connecting students with employers
in Serbia, JobFair actively works towards preventing brain-drain and directly contributes to reducing unemployment
among young people.
Forty-two companies took part in this expo, and an analysis showed that around 4,000 students and graduates
attended the Fair.
MORE THAN 1,500 STUDENTS AT ELEKTRIJADA
May 2008 – The Telenor Foundation, as the general sponsor, took part in the organization of International Games
of Electrical Engineering Students, the largest regional competition in 15 scientific disciplines and practical
projects. The Games were held in Bosnia and Herzegovina and more than 1,500 students from the School of
Electric Engineering and other related faculties participated in this event. The Elektrijada program also included
workshops, lectures, student presentations, as well as the traditional program organized in collaboration with the
Nikola Tesla Museum.
After the successfully organized games, Telenor Foundation and Student Union of the School of Electrical
Engineering organized a cocktail for the sponsors and friends of the Elektrijada, which took place at the Telenor
Expo Center. Telenor and School of Electrical Engineering representatives, sponsors, partners of Elektrijada and
many students attended this event.
42 Corporate Responsibility

“European Youth Week“ in Novi Sad, in cooperation with Creative Education Centre and School of
Technology in Novi Sad
EUROPEAN YOUTH WEEK
eYouWins 2008
August 2008 – More than 110 young people from Serbia and 19 European countries took part in the European Youth
Week (eYouWins 2008) in Novi Sad, which was held for the third time. The organizers, the Creative Educational
Centre and the Faculty of Technical Sciences, encouraged young people to jointly explore the world around them,
recognize barriers and learn how to overcome them. The Festival was organized in three parts – educational (People,
Let’s Talk!), creative (People, Let’s Create!) and entertainment (People, Let’s Party!). eYouWins 2008 was supported
by the OSCE Mission in Serbia, the Executive Council of the AP Vojvodina, the University of Novi Sad, the Telenor
Foundation, the Coca-Cola Hellenic Bottling Company and ERSTE Bank.
TELENOR FOUNDATION AND THE RED CROSS OF SERBIA
Telenor Foundation covered the travel expenses for the Red Cross of Serbia on its way to the European First Aid
Competition. For the second year in a row, the team of the Red Cross of Serbia won first place and the title of
European Champion (in 2006 in Italy and in 2007 in Ireland). The European competition of first aid teams was held
in Liverpool, Great Britain, with the participation of 28 national teams from Europe. This event, the largest of its kind,
brings together first-aid experts, Red Cross volunteers and observers.
Corporate Responsibility 43

TELENOR FOUNDATION GRANTS
SEVEN SCHOLARSHIPS FOR MA IN CHILDREN’S RIGHTS
Starting in the 2007/08 academic year, the Faculty of Law of the Union University in Belgrade introduced a special
post-graduate program in the field of children’s rights.
This program includes studies of international law in the field of children’s rights, political, pedagogical and legal
practices in this field, relevant national legislation and its compliance with international law, and international and
national systems for monitoring and the protection of these rights.
Lecturers, who come from different fields of expertise, use an interdisciplinary approach to allow students to better
understand children’s needs, protect their rights and take measures, i.e. institute procedures
for their protection.
The aim of the master studies in children’s rights is to recruit more much-needed professionals in this field, for the
more adequate exercising of these rights in Serbia.
The Telenor Foundation recognized the need for educating such experts and made its contribution to this project by
granting seven scholarships.
44 Corporate Responsibility

“
Be
inspiring
”
Work by Mladen Hrvanović, “Art2SitOn“ project, Belgrade

ART AND CULTURE
Art, design and technology represent the main components of creativity in modern society.
Telenor has been investing in contemporary art for almost a decade because art not only
stimulates creative energy but also reveals the inventive potential of the people, making our
workspace warmer, inspirational and unique. For Telenor, art embodies the tangible and visible
translation of our values while promoting our ambitions and innovations. In Serbia, Telenor’s
art collection, located in our building, contains more than a hundred works of art by several
dozen Serbian contemporary artists. Our main motive is to encourage local cultural production
and support Serbian artists, bearing in mind the difficult conditions in which they work. This is
just one of our contributions to the development of the cultural scene in Serbia.
Corporate Responsibility 47

START UP CITY
March 2007 – December 2008 - The Start Up City project was among the first programs launched by the Telenor
Foundation, conceived and implemented in cooperation with the Kiosk Contemporary Art Platform from Belgrade.
The project aim is to decorate 19 cities in Serbia (Vranje, Zrenjanin, Kraljevo, Kruševac, Pančevo, Smederevo, Užice,
Subotica, Šabac, Novi Pazar, Valjevo, Sremska Mitrovica, Čačak, Požarevac, Leskovac, Loznica, Zaječar, Sombor and
Jagodina) which were recently granted this status, with murals by young fine artists. The project promotes these
towns, contributing to the urban development of Serbia, as well as breathing life into the art scene in Serbia and
decentralizing culture production, while at the same time gaining recognition for cooperation between artists and
local communities, by promoting public spaces and enhancing the life of small communities.
Works by young artists have already, or will, contribute to the visual identity of these cities. These are Ana Kraš,
Aleksandra Petković, Isidora Nikolić, art group Krsh, Aleksandar Dimitrijević, Vladimir Perić Talent, Miodrag Stanišić,
Miloš Nušić, Igor Štanglicki, Siniša Ilić, Stefan Ikonić, Igor Orsolić, Milena Putnik and Nevena Popović, Mladen
Hrvanović and Tatjana Milošević. Murals have been painted in Vranje, Zrenjanin, Kraljevo, Leskovac, Pančevo, Užice,
Subotica, Šabac and Loznica. Murals will also be completed in Novi Pazar, Kruševac, Zaječar, Požarevac, Smederevo,
Valjevo, Sombor, Čačak, Jagodina and Sremska Mitrovica.
It gives us great pleasure to improve towns in Serbia with works of modern art, engage young artists and revive art
as a medium, which has been practically forgotten in our midst. In a short time the murals have become features
of these cities, a place of gathering and meeting, and we are pleased to have inspired local authorities, through
this initiative, to continue painting and improving their towns. Our strategy is to initiate projects, together with our
partners, and supervise their progress, which is why the Telenor Foundation has actively participated in all stages of
the Start Up City project – starting from the design and selection of artists, to the production of the murals and the
promotional campaign, pointed out Ana Krstić, Manager of the Telenor Foundation.
The collaboration of Telenor Foundation and Kiosk on the Start Up City project was awarded the Bizart Prize, under
the auspices of the Ministry of Culture of Serbia, for the most successful partnership between the cultural and
business sectors.
48 Corporate Responsibility

Mural by Stefan Ikonić in Loznica,“Start Up City“ project

CITY ART2SIT ON
August 2008 – Concrete benches of unusual shapes and colors, designed by several artists from Belgrade, are now
placed on the plateau in front of the Cultural Heritage Preservation Institute at Kalemegdan, in Student Park, and
along the Sava River waterfront.
Thanks to the Telenor Foundation, this unique city furniture was presented as part of the closing exhibition at the
Belgrade Summer Festival (BELEF) Art2SitON. Artistic benches at the city’s busiest locations will remain permanently
available to the people of Belgrade. While relaxing and sitting comfortably, the citizens can also use broadband
Telenor Internet for free.
As the main sponsor of the exhibition and the golden sponsor of BELEF, the Telenor Foundation, with its partner on
the project – the Kiosk Contemporary Art Platform, helped decorate the city with creative solutions by visual artists
Igor Štanglicki, Žana Poliakov, Mladen Hrvanović, Stefan Ikonić, and Aleksandar Denić. They each designed one
bench, which was cast in ten differently painted copies. Some of the artists are also involved in the Foundation’s
related Start Up the City project, which involves painting murals in cities across Serbia.
This central exhibition at BELEF rounded up the festival’s main idea and objective - to change the appearance of
the city through art and to leave a permanent trace on daily paths of passers-by. The benches will be regularly
maintained by public utility company “Zelenilo Beograd”, and renovated each year during BELEF.
“The Art2SitOn project personifies BELEF’s core strategy by addressing the issue of how to transform an annual event
into a permanent cultural and artistic intervention by locating new places for cultural events, designing art at various
sites around the city, changing its infrastructure. This turns an artistic intervention into permanent public artwork
with a clear function in the everyday life of the citizens,” says Dorijan Kolundžija, the Art Director of BELEF 08.
Through art projects such as Art2SitOn, Belgrade joins many European cities where similar concepts have been tried
out with great success.
50 Corporate Responsibility

Work by Goran Denić, “Art2SitOn“ project, Belgrade

THE TELENOR COLLECTION OF
SERBIAN CONTEMPORARY ART
May 2008 – The Telenor Collection of the Serbian Contemporary Art was presented to the public at the Cvijeta
Zuzorić Art Pavilion from May 9 until June 8, 2008. This corporate collection offers a relevant overview of recent
Serbian art and includes around 150 works by 46 local artists.
”The Telenor Collection of Serbian Art is the first systematic and serious investment in Serbian contemporary art.
Since our country and society have experienced many difficulties during the past 15-20 years, the fact that such a
strong company is interested in investing in art is very significant. This project can be perceived as more than just
helpful for our artists. It is a systematic investment in the future of art, the company’s determination to stay in this
region and build a better future with its artists and the entire community. The collection mainly consists of works by
young contemporary artists. It represents a highly relevant summary of Serbian authorship since the year 2000. It
includes sculptures, paintings, graphics and photographs, and is adapted to fit the workspace and ambience of the
company“, said curator Saša Janjić.
The collection, consisting of sculptures, installations, paintings and photographs by both established and up-andcoming
artists, was founded in a collaboration between the Telenor Foundation and the Remont Independent Art
Association. For the exhibition purposes, it has been relocated to the Pavilion from the Company’s headquarters
in Novi Beograd. Established with the aim of encouraging the development of art production and the art market in
Serbia, the collection represents the first continuous investment by a company in Serbian contemporary art.
“The collection is primarily designed as a corporate art collection for both office and public spaces. These works
of art are not intended for depots and storage, but for a new modern and inspiring space, transformed into an
exhibition space by adding works of art. As a result, the collection is a specific entity which lives with the employees
and communicates daily with them, as well as with the interior and visitors. It is a combination of established values,
reflected in recognized contemporary artists such as Mrdjan Bajić, Gabrijel Glid, Aleksandar Rafajlović, Zdravko
Joksimović, Vladimir Perić Talent, as well as younger authors led by Biljana Djurdjević, Aleksandar Maćašev, Petar
Mirković, Hana Rajković, and others,” said Telenor Foundation Manager Ana Krstić.
Art history students offered visitors guided tours of the exhibition. The Collection is also available on the Telenor WAP
portal (wap.telenor.rs/kolekcija), and as a virtual gallery on the corporate website (www.telenor.rs/kolekcija).
52 Corporate Responsibility

Work by Lana Vasiljević, Telenor’s Collection of
Contemporary Serbian Art, Telenor Expo Centre, Belgrade

THE TELENOR NEW FACE OF THE CITY CALENDAR FOR 2009
December 2008 – The Telenor calendar for 2009 includes reproductions of works of art created in the Start Up City
and Art2SitOn projects. The calendar designer is Igor Oršolić, a participant in the Start Up City project and author of
the mural in Novi Pazar, the art director of numerous independent projects and the winner of Bizart, Magdalena and
Grifon awards.
The New Face of the City represents the pinnacle of the cooperation between the Telenor Foundation and the Kiosk
Contemporary Art Platform, on projects aimed at reviving the Serbia’s art scene. Through joint efforts within the Start
Up City project, 19 cities in Serbia have been decorated with murals, while with the Art2SitOn project Belgrade gained
street furniture at the most popular locations in the city.
Yet another project where the Telenor Foundation has supported artists in reshaping everyday life of the citizens of
Serbia, by presenting their works of art at public places, the New Looks of the City calendar is the second calendar
produced by the company. The Challenge the Wall calendar for 2008 included reproductions of the 12 best works
from the contest for the best Telenor wallpaper design.
The New Face of the City calendar is printed on recycled paper and packed into fabric bags made of renewable
materials. In this way Telenor continues to contribute to environmental protection. With the calendar made of
renewable materials, Telenor wishes to focus public attention on the significance of environmental protection and
improvements, since pollution caused by plastic bags is one of the major environmental issues in the world. An
average a billion and a half plastic bags are discarded annually in Serbia. Plastic bags are generally used for twenty
minutes, while their decomposition takes up to a thousand years. All of the bags discarded in Serbia each year could
cover an area three times larger than the whole entire territory of the country.
In order to promote the new artistic calendar, Telenor hosted a cocktail party at the Telenor Expo Center on
December 11, 2008, for more than 100 prominent guests – representatives of the public, local and business
community, artists and the media.
54 Corporate Responsibility

Igor Oršolić, author of Telenor 2009 Calendar at the
calendar promotion in Telenor Expo Centre, Belgrade

LARGEST DIGITAL MEDIA
DOCUMENTATION AVAILABLE AT LIBRARIES ACROSS SERBIA
September 2007 – The Digital Press Reading Room is a project by Media Documentation Ebart, supported by the
Telenor Foundation, within which electronic press documentation has been made available for free use at the
largest libraries of Serbia. This documentation, interestingly named Current Archive, contains around 1.5 million
newspaper articles starting with at the beginning of 2003, and up 48 hours ago, due to copyrights regulations. The
archive consists of daily and weekly newspapers that are published nationally, as well as the most important local
papers. You can access the Archive through the Ebart website www.arhiv.rs. It is classified in 12 clear displays, is fully
searchable, and is updated daily with around 1,000 articles.
The Reading Room project, which was launched in August 2007, covers 20 central libraries in Serbia – Užice,
Sombor, Subotica, Kikinda, Zrenjanin, Sremska Mitrovica, Pančevo, Šabac, Valjevo, Jagodina, Smederevo, Niš,
Kragujevac, Kruševac, Čačak, Kraljevo, Vranje, Leskovac, Zaječar and Bor. The aim of Ebart and the Telenor
Foundation was to make such a public service available to the largest possible population. Pursuing such an idea,
in September 2008, the Telenor Foundation extended financial assistance for the project for another six months,
and Ebart decided to grant members of the public free access to TV news programs from the six top-rated television
stations through its Video Archive during this period.
In early 2005 Ebart launched a program of free access to the electronic press archive for libraries in Serbia, in
cooperation with the National Library of Serbia, with the support of the Serbian Ministry of Culture. With the
assistance of the Telenor Foundation this program was successfully continued in 2007, and talks are under way with
representatives of the Ministry of Culture and Secretariat for Culture of Vojvodina to further expand it.
56 Corporate Responsibility

Velimir Ćurgus Kazimir and Ivan Ćurgus at the opening of digital media reading room in
Pančevo,“Digital Media Reading Room” project in cooperation with Ebart Media Documentation
Corporate Responsibility 57

“
Make it
easy ”
Winter camp for children without parental care at Mt. Stara
Planina, in cooperation with the Serbian Extreme Sports Association

OTHER ACTIVITIES
Corporate Responsibility 59

TELENOR INTERNET PARKS
June 2008 – September 2008 - Although the use of Internet has been increasing in the past several years, Serbia
is still behind some more developed countries in Europe. According to last year’s statistics, around 1.3 million
households in Serbia have a network connection, and about a third of the population uses the Internet on a regular
basis, mostly young people, between the ages of 16 and 24. Compared to some other countries, Internet is used
more here than in Greece or Bulgaria, for example, but is also used three times less than in Slovenia, Germany
and Sweden.
In order to promote and popularize the use of Internet in Serbia, Telenor provided completely charge-free Internet
connections in parks in five cities in Serbia. This was the first time that such an initiative was launched in the Western
Balkans and it drew huge attention from the media and public. One of the goals was to show that the use of Internet
should not be linked solely to being in an office or home, but rather that it can be an outdoor activity, available to
everybody - any time, any where.
After opening the first Internet park in Belgrade, the public was so assertive that the company received many
appeals to provide this kind of service in other cities in Serbia. These positive reactions inspired the company to open
four more parks in four other cities in Serbia: Niš, Novi Sad, Kragujevac and Kraljevo.
Connecting to the Internet was very simple, and all the instructions needed were displayed on signs in the parks.
There were two kinds of connection provided: wireless and USB modems installed on park benches.
60 Corporate Responsibility

Telenor Internet in Belgrade’s Studentski Park

Katarina Panić fromTelenor and Miroslava Anđelić from humanitarian organization ”Food Bank“, at
the exhibition of non-profit ideas “Partnership for Success“
SMART KOLEKTIV AND TELENOR
FOUNDATION – A PARTNERSHIP FOR SUCCESS
September 2008 – Eighteen civil society organizations presented their programs and projects to numerous visitors
at the exposition of non-profit ideas Partnership for Success, held at the Telenor Expo Center, hosted by the
Telenor Foundation and SMart Kolektiv, and supported by the Deputy Prime Minister’s Poverty Reduction Strategy
Implementation Focal Point, AmCham Serbia and the Coca Cola Hellenic company.
The purpose of this exhibition was to raise awareness of inter-sector cooperation and corporate social responsibility
in order to create conditions and open possibilities for new partnerships and cooperation between the civil and
business sectors.
Representatives of the business sector had the unique opportunity to find corresponding partners in the civil sector
for implementing the corporate social responsibility programs of their companies.
After the opening, the visitors had the opportunity to vote for the best organization. The Food Bank organization,
whose main activity is collecting food and distributing it to vulnerable population groups, won the most votes.
Telenor Foundation prepared valuable gifts for the winning organization.
62 Corporate Responsibility

PLACE IN THE HEART – SELECTING
THE MOST RECOGNIZED CIVIC INITIATIVE PROJECT
June 2008 – For a second year in a row, a Telenor Foundation representative was on the committee that selected the
most enthusiastic civic initiatives “Place in the Heart” for 2007.
The founder of this award is the Jefferson Institute and the award ceremony was first held in 2006. Due to huge
public interest, the Institute established the Place in the Heart Fund to award organizations and groups dealing with
the problems in their communities and bringing visible changes.
The main award is traditionally symbolized by a wooden statue, the work of sculptor Nenad Vacic.
THE TELENOR FOUNDATION, BLOOD
TRANSFUSION INSTITUTE AND TV B92
January 2008 – Telenor employees joined the blood donation campaign by the Blood Transfusion Institute and TV
B92, and therefore contributed to stabilizing the blood reserves, which were significantly reduced during the
winter period.
Corporate Responsibility 63

“
Be
respectful”
“Silent Society“ in Belgrade, with Work Unit art group, Belgrade

AWARDS AND
ACKNOWLEDGEMENTS
Corporate Responsibility 65

MAIN VIRTUS AWARD FOR
CONTRIBUTION AT THE NATIONAL LEVEL
December 2008 - Telenor received the Virtus Award, presented annually for corporate philanthropy, in the category
of special contribution at the national level in the area of corporate responsibility, at a ceremony in the National
Assembly on December 10, 2008. The Award, established by the Balkan Community Initiatives Fund, the largest
domestic foundation which supports civil actions and groups in Serbia, was established last year, and it is presented
to corporations that support sustainable and long-term nonprofit projects of general interest to society.
As a socially responsible company, Telenor established its own foundation, which has supported by more than 50
projects this year alone.
“We see this award as a valuable recognition of Telenor’s efforts so far, and a motivation for new investments in
Serbia’s society. We are glad to help establish an effective dialogue between the civil and corporate sectors, since
Serbia and its citizens can benefit from it considerably in the long run,” said Sandra Štajner, the Telenor Chief
Communications Officer, upon receiving the Award of the behalf of the company.
The Balkan Community Initiatives Fund organizes the project, the contest and the award ceremony in cooperation
and under the auspices of USAID, the Institute for Sustainable Communities (ISC), the Czech Ministry of Foreign
Affairs, the VIA Foundation, the Rockefeller Brothers Fund (RBF), the C.S. Mott Foundation, Executive Group,
Ekonomist Media Group (EMG), E-kapija, the Public Relations Society of Serbia, PriceWaterhouseCoopers, the City of
Belgrade, the National Assembly of the Republic of Serbia, and many other institutions, media and
business associations.
66 Corporate Responsibility

Mlađan Dinkić, Serbian Deputy Prime Minister and Minister of Economy and
Regional Development, with Sandra Štajner, Telenor CCO, at the VIRTUS award ceremony
Corporate Responsibility 67

Social Dimension
Average score in Mobile Telecom
43%
Telenor score
Best score in Mobile Telecom
74%
74%
Environmental Dimension
Average score in Mobile Telecom
28%
Telenor score
70%
Best score in Mobile Telecom
79%
Economic Dimension
Average score in Mobile Telecom
49%
Telenor score
Best score in Mobile Telecom
83%
83%
TELENOR No. 1 ON
DOW JONES SUSTAINABILITY INDEX
September 2008 - Telenor was ranked the number one in sustainability in mobile telecommunications on the Dow
Jones Sustainability Indexes (DJSI) for the second year in a row. DJSI ranked Telenor as the industry leader, among 17
mobile telecommunications companies, on the combined performance according a range of economic, social and
environmental criteria.
This is the seventh year that Telenor has been ranked highly on the DJSI. The Index ranks how well companies
conduct their business based on 98 in-depth questions on economic, social and environmental aspects of
sustainability. This is the world’s most comprehensive annual analysis of sustainability trends and corporate
sustainability performance. The study is based on extensive internal and external documentation.
68 Corporate Responsibility

ART & BUSINESS AWARD
FOR TELENOR FOUNDATION
March 2008 – Bizart Art & Business Award, for the most successful partnership between culture and business
sectors, went to the Telenor Foundation for its partnership with the Kiosk NGO in the Start up City project, at a
ceremony at the Cvijeta Zuzoric Pavillion on March 20, 2008.
Under the auspices of the Ministry of Culture of the Republic of Serbia, the Bizart Award was initiated to stimulate
new mechanisms for culture financing, which includes the private and business sector and a large number of
foundations. In this way, the Ministry intends to develop instruments for motivated investment in culture, with the
aim of creating a strong, multilayered and sustainable connection between the cultural and business sectors,
a positive climate for investment in culture, based on mutual respect, professionalism, social responsibility, an
innovative approach, quality of partnerships, as well as the quality of the projects.
These were the main criteria for the jury, which selected the projects and awarded the most successful partnerships.
The members of the jury were: Nebojša Babić, Director of the O3one Gallery, Katarina Gaborović, Raiffeisen Bank
Marketing Director, Veran Matić, Director of TV B92, Igor Orsolić, B92 Art Director, and Miodrag Popović, Director of
Yu Epicenter.
The statue awarded to the winners was designed by Mirko Ilić.
Corporate Responsibility 69

Winter camp for children without parental care on Mt. Stara
Planina in cooperation with the Serbian Extreme Sports Association

IMPRESSUM
Corporate Responsibility / Report 2008
Publisher
Telenor d.o.o.
Omladinskih brigada 90
11070 Novi Beograd
www.telenor.rs
For the Publisher
Sandra Stajner
Editor
Ana Krstic
Executive Editor
Katarina Panic
Art Director
Ferenc Laslofi
Design
Jovica Obradovic
Photos
Ana Adamovic / Andreja Leko
Print
Publikum
Print run
100
Corporate Responsibility 71

Printed on recycled paper.