I (dis)own my child

Campaign idea

In Serbia, LGBT+ members are often publicly shamed by friends, relatives and even their parents. To formalize the rejection, parents used to publish ‘I disown my child’ classified ads in papers. This practice is still happening in some parts of the country. We hijacked this tiny media format and used it as a tool to change the conversation. We published a series of real ‘I (dis)own my child’ classified ads in all national and local newspapers, written by parents who support their LGBT children. I (dis)own became a moto of the community and the theme of Belgrade Pride 2019.

Brand name: ‘Da se zna’ LGBT+NGO
Advertiser / client: ‘Da se zna’ LGBT+NGO
Product / service: ‘Da se zna’ LGBT+NGO
Campaign name: I (dis)own my child
Agency network: MCCANN WORLDGROUP
Agency: McCann Beograd, Belgrade
Additional company: UM Beograd
Executive creative director: Jana Savić Rastovac
Art director: Lidija Milovanović, Sandra Milojević
Copywriter: Jovana Milošević
Account director (agency): Andrea Mitić, Emina Azizi, Tamara Vukadin
Managing director: Jelena Jazić
Strategic planner / strategist: Aleksandar Milojević
Pr director: Marija Vićić
Digital creative: Luka Ličina, Stefan Nikolić
Additional company: Nikola Nikolić, Biljana Kolaković, Ana Kovačević, Dubravka Perišić, Catalin Dobre, Djordje Marković