At the end of 2025, the Lahko.si team reviewed the year’s activities and results. The conclusion was clear: the lifelong learning movement continues to gain momentum across the population. The past year was marked by intensive collaboration, in-depth research into the target group of young adults, engaging events across Slovenia, content creation and a strong media presence. We reached more than 85% of adults in Slovenia and significantly increased the visibility of both the project and lifelong learning.
Excellent cooperation with 12 regional coordinators for lifelong learning helped to strengthen a robust network of learning and knowledge advocates. We engaged the public through online channels, social media and newsletters.
A snapshot from the Lahko.si navdih (You Can Be an inspiration) event
We proudly marked the 30th anniversary of Lifelong Learning Weeks and announced 12 recipients of the SIAE Awards. We also presented the first Best Lifelong Learning Story 2025 award. The courage and inspiration of Žan Kidrič stood out. Through Lahko.si channels, we shared motivational personal stories and encouraged people to engage in learning opportunities.
Together with our partners, we organised ten events that introduced young people across Slovenia to lifelong learning in an accessible and engaging way. We concluded the year with the event Lahko.si mlad! (You Can Be Young!). Through a vibrant mix of workshops, we demonstrated that learning can also be engaging and genuinely fun.
A particular highlight of the year was a nationwide media campaign running from mid-November to the end of December. Its objective was clear: to strengthen awareness that learning is a lifelong process and to encourage small learning steps, as well as confidence in one’s own ability to grow and develop.
Lahko.si across all media
Television advertisements in 15- and 30-second formats were broadcast on national, commercial and niche channels. The radio campaign ran on the most-listened-to stations, with a substantial share during peak listening times. Online, we maintained a strong presence through video advertisements, banners and PR articles on Slovenia’s leading web portals. The reach of the content was remarkable and exceeded expectations.
The campaign was further supported by print advertisements in newspapers and outdoor advertising across Slovenia.
Digital channels and influencers
In the digital space, we also advertised on Google, YouTube and social media platforms such as Facebook and Instagram. Across all platforms, we exceeded our predefined targets.
The campaign was further amplified by well-known content creators and influencers, who helped bring the message closer to younger audiences. In doing so, we deliberately moved beyond conventional communication approaches and successfully reached segments of the audience who are otherwise less frequently exposed to lifelong learning or do not typically perceive it as relevant.
Looking ahead
We entered 2026 with valuable experience, strengthened partnerships and a clear vision for the continued development of the Lahko.si project. With the understanding that learning opens opportunities, empowers individuals and connects communities, we will continue to co-create a space for inspiration, growth and the courage to take new steps. We will continue to raise the awareness of the importance of lifelong learning, strengthen connections across regional environments, foster dialogue and share stories that show learning is a way of living life to the fullest. Together, we are strengthening the culture of adult learning and building a society in which learning is a value accessible to all. This year, we are placing particular emphasis on the third and fourth stages of life, with a special focus on people aged 65 and over.
Špela Bric (spela.bric@acs.si), SIAE