SWEAR ON THE LAW

Creative idea

Journalists exposed Telegram group that distributed women’s intimate photos and videos. Since 'revenge pornography' isn’t a criminal offense in Serbia, the group admin wasn't criminally charged. As the victims claim, men to whom they sent the intimate photos to, often 'made oaths', which are perceived as the ultimate ‘pledge of trust’ in Serbia. Autonomous Women's Center, put the most used 'oaths' in the form of legal statements to show how absurd it is to take someone’s words as given, when there's no law. Linked to petition, the statements invited people to sign it and make 'revenge pornography' a criminal offense.

Brand name: Autonomus Women Centre
Advertiser / client: Autonomus Women Centre
Product / service: NGO
Campaign name: SWEAR ON THE LAW
Agency network: MCCANN WORLDGROUP
Agency: McCann Beograd, Belgrade
Media agency: Universal Media
Additional company: Universal Media, Two Rivers
Production company: Adventure Productions
Web address: https://www.womenngo.org.rs
Agency chief executive officer: Katarina Pribicevic, Radojka Boskovic
Executive creative director: Jana Savic Rastovac
Creative director: Jovana Bradas
Art director: Lidija Milovanovic
Copywriter: Vladimir Konzulovic
Designer: Milos Dobric, Milica Zeljkovic
Account director (agency): Magdalena Stanic
Media director: Mihajlo Petrovic
Strategic planner / strategist: Aleksandar Milojevic
Agency producer: Nebojsa Eres
Digital creative: Dragana Bozic