Jelena Dubak, Secretary General of the Red Cross Montenegro
In a time of global crises and growing social distance, the Red Cross of Montenegro remains a vital pillar of humanity and support for the most vulnerable. Secretary General Jelena Dubak speaks about the challenges of modern society, the importance of volunteerism, and the need for humanity to become a shared responsibility of us all.
As the world faces increasing humanitarian crises, climate change, migration, and increasingly pronounced social inequalities, the role of humanitarian organizations has become more important than ever. As the oldest humanitarian organization in the Balkan region, the Red Cross of Montenegro has, for more than a century, stood as a symbol of solidarity, impartiality, and support for people in their most difficult moments. In an interview for Diplomacy & Commerce, the Secretary General of the Red Cross of Montenegro, Jelena Dubak, discusses the contemporary challenges of humanitarian work, the importance of international cooperation, the role of young people and volunteerism, as well as the need for society to rediscover empathy and genuine human connection.
How would you assess the current humanitarian challenges in Montenegro?
I would describe the current humanitarian challenges in Montenegro as complex and multifaceted. As the first officially recognized Red Cross organization in Montenegro, and indeed the first in the Balkans, making it the oldest humanitarian organization in the region, we strive not only to respond to the needs of communities but also to anticipate them. Our role requires preventive action and timely intervention. However, this has become increasingly difficult in circumstances where significant international funding has been rapidly redirected to other priorities. As a result, there is a genuine concern that some beneficiaries, including citizens of Montenegro as well as asylum seekers and migrants, may be left without adequate support. In addition, climate change represents a serious and growing challenge. Although it is not always at the forefront of public attention, its consequences are becoming increasingly evident through the growing frequency of emergencies such as wildfires and floods. These events pose substantial risks and cause significant damage, clearly demonstrating that investment in prevention is essential for protecting both lives and property. At the same time, digitalization is an important component of our response to contemporary challenges. We are actively working to enhance the accessibility and efficiency of our services through digital transformation, ensuring that support reaches all those who need it. Unfortunately, we are also witnessing an increasing process of social dehumanization. Paradoxically, digital technologies that were intended to bring people closer together have often resulted in greater social distance. For this reason, it is crucial to strengthen empathy, solidarity, and direct human relationships as the foundation of all sustainable humanitarian action. This principle lies at the very heart of the work of the Red Cross and the wider Red Cross and Red Crescent Movement worldwide.
What role does the Red Cross of Montenegro play in strengthening social solidarity and supporting the most vulnerable?
For more than a century and a half, the Red Cross of Montenegro has served humanity by fostering a spirit of solidarity, empathy, and social cohesion among citizens. Through numerous initiatives supporting local communities, the promotion of volunteerism, and continuous advocacy for the improvement of public policies, legislation, and strategies that contribute to the well-being of society, we have built a strong support system for those most in need. At the same time, we have provided assistance to people seeking safety and a new home in Montenegro while fleeing armed conflicts, reaffirming that humanity knows no borders. Our teams have also responded to crises beyond our national borders, including earthquakes and other disasters, demonstrating the universality of Red Cross principles and our commitment to helping every person in need, regardless of where they are. This is how we continue to operate today, more than a century and a half after our establishment. Indeed, it seems that our role in society is becoming increasingly important and necessary. Global circumstances are changing from day to day, with around 130 active conflicts currently taking place worldwide, and consequently, the need for the Red Cross to act in a neutral and impartial manner is greater than ever. For this reason, we invest significantly in strengthening our capacities, both in terms of human resources and technological capabilities, so that we are ready at any time day or night to demonstrate responsibility and solidarity towards citizens, the state, the region, and the wider Red Cross and Red Crescent Movement. We are equally committed to ensuring that we do not act alone. We firmly believe that through the joint efforts of government institutions, civil society organizations, the non-governmental sector, the business community, and citizens, we can achieve far more for the communities we serve. Therefore, at a time when solidarity is more important than ever, the Red Cross calls on citizens, institutions, and businesses to join us in creating meaningful humanitarian change. Together, we can accomplish much more let us demonstrate that we are united in humanity.
What are the key programmes and activities you are currently implementing?
The key programmes and activities we carry out as an organization are primarily focused on supporting people, with all our initiatives designed in accordance with the actual needs of our beneficiaries. People are always at the heart of everything we do, and this remains our enduring priority. We place particular emphasis on public education in the field of first aid, as well as on promoting voluntary blood donation as one of the most direct ways of saving lives. Depending on the season, we also focus on the development of lifeguard services at designated beaches and ski resorts, where our trained and certified lifeguards provide essential assistance to visitors and actively contribute to their safety and well-being. At the same time, we support public institutions in responding to crises and emergencies, whether caused by migration movements, natural disasters, or other challenges. A significant part of our work is also dedicated to mental health care through the provision of psychosocial support and psychological first aid to those who need it most. In parallel, we continuously develop services for older persons in both urban and rural areas, people on the move, citizens facing social vulnerability, as well as children and families.
How important is cooperation with government institutions and international partners in your work?
It is extremely important, because without mutual support and cooperation, we would not be able to fulfil our mission or provide adequate assistance to those in need. The Red Cross of Montenegro works closely with government institutions as well as civil society organizations, making all of its capacities available, particularly in responding to crises and emergencies. This has always been the case and will remain so for as long as there is a need for the Red Cross, as a humanitarian organization and a key actor within civil society, to actively contribute to the well-being of citizens and communities. At the international level, we continuously strengthen our partnerships and strive to present the needs of our citizens to the international community in order to secure concrete and measurable support that can deliver lasting benefits to local communities. Through advocacy, cooperation, and joint initiatives, we seek to ensure that international assistance translates into sustainable improvements in people’s lives. Traditionally, the Red Cross of Montenegro has maintained close cooperation for many years with numerous Red Cross National Societies, not only across the region but throughout Europe and around the world. This collaboration is facilitated through the extensive global network of the International Red Cross and Red Crescent Movement, which currently comprises 191 National Societies.
How do you respond to crisis situations, and how prepared is the system for emergencies?
We respond to crisis situations swiftly, in an organized manner, and in close cooperation with government institutions and international partners, drawing on the experience gained during some of the most challenging periods in our history. One of the most notable examples was the arrival of refugees from the countries of the former Yugoslavia, when their number amounted to almost onethird of Montenegro’s total population. In those circumstances, with the strong support of partners from the International Red Cross and Red Crescent Movement and with full recognition of our role by the state, the Red Cross made a crucial contribution to maintaining social stability. A similar approach was applied during the arrival of a large number of displaced persons from Kosovo, when, in addition to humanitarian assistance, we provided all other forms of support in accordance with our mandate. During the COVID-19 pandemic, despite the uncertainty and the risks assumed by our volunteers and staff, we remained continuously present and committed to supporting citizens.
Alongside the distribution of basic necessities, we placed particular emphasis on providing psychosocial support, which proved to be of exceptional importance during that period. These experiences confirm that in every crisis we act with solidarity, responsibility, and dedication to those who need assistance the most.
How do you encourage volunteerism and civic engagement, particularly among young people?
As someone who began my own journey as a Red Cross volunteer, I have always been deeply aware of the importance of volunteers within our organization. I often say that we are at our strongest when we have a large number of motivated volunteers who are willing to dedicate their time, knowledge, and energy to helping others. In a time when young people have access to countless opportunities and activities, maintaining their motivation is not always easy. Today’s young people tend to be less inclined to stay in one place for long and are constantly seeking new experiences and opportunities. Nevertheless, we are proud that we continue to bring together enthusiastic young individuals who, by helping others, also develop themselves into better and more responsible members of society. It is also important to emphasize that Red Cross volunteers are not only young people. Our organization is enriched by dedicated older adults and people of working age who, despite their daily responsibilities, still find the time to contribute to the work of the Red Cross. We are sincerely grateful for their commitment and support.
How present is social responsibility in the business sector when it comes to humanitarian initiatives?
Although we are witnessing an increasing dehumanization of society, I must emphasize that there is also a growing presence of socially responsible companies and entrepreneurs who do not wish to forget that at the centre of everything are people, families, and, ultimately, the community. You will notice that within the operations of a large number of companies and organizations, one of the fundamental principles is socially responsible conduct, and that comprehensive strategies of such business practices have been developed by various corporations. In line with our mandate, companies frequently approach us with the intention of becoming part of our humanitarian mission and contributing to the development and improvement of communities as a whole through donations, volunteering, or joint activities. Nevertheless, there can never be enough humanism. Therefore, I take this opportunity to call on the business community to allocate, within their annual corporate social responsibility budgets, a portion of funds to support the activities of the Red Cross with older persons, particularly in rural and remote areas, where the only “footstep” that reaches these communities is often that of a volunteer or a mobile medical team of the Red Cross. In this regard, the Red Cross is launching a digital fundraising campaign for older persons, through which you help us restore what money alone cannot buy: attention, closeness, and the feeling of being remembered. Your donation means far more than you might think. It means that someone will receive a visit that brightens their week, that medical assistance will reach those who need it most, that someone will smile again, step outside, and feel part of the community. Lead by example and show that you actively care for those who, in their past, built our future, because no one should grow old alone.
How do you see the development of the role of the Red Cross in the coming period?
In the coming period, I am convinced that the role of the Red Cross will become even more significant and complex. Contemporary challenges, ranging from climate change and migration to increasingly pronounced social inequalities and the need to preserve mental health, require a strong, organized, and adaptable humanitarian response. The Red Cross will continue to serve as a reliable partner to the state and the community in crisis situations, while also further strengthening its preventive role, particularly through education, building community resilience, and developing early response systems, with a special focus on working with the most vulnerable population groups and the continuous improvement of existing services as well as the development of new ones in line with their needs. In addition, the Red Cross plays an important role as a member of numerous working groups and national bodies, through which it actively contributes to the development of better policies, the improvement of living conditions for citizens, and the strengthening of the system as a whole. At the same time, the development of digital tools and modern technologies will enable greater efficiency and accessibility, while we will continue to uphold what lies at the core of our mission, and these are humanity, solidarity, and direct contact with people. Ultimately, I see the Red Cross as an even stronger pillar of society, an organization that not only responds to crises but also actively contributes to their mitigation and prevention, building more resilient and more humane communities.
What message would you send to decision-makers and the international community regarding the strengthening of humanitarian capacities?
The message to decision-makers and the international community is that investment in humanitarian capacities must not be reactive or ad hoc, but strategic and continuous. Today’s crises are no longer exceptions; they are becoming the norm, and it is therefore essential to invest in a timely manner in strengthening systems that can respond to them effectively. This includes stable and long-term funding, strengthening local organizations that are the first to respond on the ground, as well as additional investment in prevention and community preparedness. Every euro invested in prevention is returned many times over through saved lives and reduced consequences of crises. It is also important to preserve and further develop partnerships between institutions, humanitarian organizations, and international actors, with full respect for the principles of the Red Cross—humanity, impartiality, neutrality, independence, voluntary service, unity, and universality. Only through joint and well-coordinated action can we ensure that assistance reaches those who need it most, at the right time and in the right way.
Ultimately, investment in the humanitarian sector is not an expense; it is an investment in the security, stability, and dignity of every society.