A new digital application City and Me was launched in Belgrade on 17 November, aiming to encourage sustainable behaviour and strengthen citizen participation in shaping greener and more inclusive cities. The platform rewards everyday actions such as walking, cycling, recycling or reporting local issues, helping residents generate measurable environmental and social impact.
According to the developers, the app is designed to shift public perception of urban processes—from something distant and invisible to something citizens can actively influence. The initiative has already shown results in Niš, where users reported over 200 issues, with more than 80 percent resolved or forwarded to the relevant authorities. Community engagement there has contributed to thousands of newly planted trees, significant volumes of recycled materials and measured reductions in CO₂ emissions. The goal for Belgrade is to reach at least 40,000 users by April 2026.
The project is backed by the Media Development Investment Fund (MDIF) as part of its efforts to support socially responsible and environmentally focused digital innovation. The first Belgrade campaign is already under way: in the municipality of Surčin, the app will distribute 1,300 saplings to residents using digital tokens earned through physical activity such as walking or cycling. This initiative forms part of a wider 10-hectare reforestation effort in Surčin, carried out by Discover Serbia and the Faculty of Forestry at the University of Belgrade, with support from the EU’s “EU for the Green Agenda in Serbia” programme.
The launch highlights a growing trend of using digital tools to connect individual actions with broader urban sustainability goals—demonstrating how citizen engagement can complement institutional efforts to build healthier, climate-resilient communities.
Read more news here