When you hear that Željko Mitrović, owner of Pink Media Group, is taking 170 kids from social care institutions on a seven-day vacation to the Montenegrin coast, your first thought is – wow, what a hero! But is this really a humanitarian act or just another PR stunt?
This year, as in the previous three, Mitrović organized a vacation for children without parental care from nine institutions across Serbia. The kids are staying at the four-star Slovenska Plaža hotel in Budva, enjoying the sea, sun, and a carefully planned program. Each child receives pocket money, which thrilled the little ones.
Mitrović personally accompanies each group, cares about every detail, and spends time with the children, showing how much he cares. He emphasizes that such moments mean a lot to kids who often grow up too fast and lack a sense of belonging.
But let’s be real – how much of this is genuine kindness, and how much is just good PR? Mitrović is known as a powerful media mogul, and such actions certainly bring him good publicity. Still, it can’t be denied that the kids enjoy themselves and that this might be their only chance for a real break and happiness.
This initiative has been going on for four years and is growing bigger. Mitrović plans to visit the kids again soon and has even arranged a boat for water sports.
In a world where the most vulnerable are often forgotten, such actions are a light in the dark. But is it enough? Should society and the state take more responsibility? Or will we keep watching media tycoons turn humanitarian acts into spectacles?
If you have thoughts on this, or know someone who went on this vacation, drop a comment below. Is Mitrović a hero or just a PR master? The debate is open!
