#Unwanted
Campaign idea
UN population fund reports that Montenegro is one of the top 5 countries in the world with gender disparity. Due to patriarchal traditional, women are pressured into having sons over daughters. Rates of selective abortions of girls are rising. This is a wide spread practice and open secret in society. Women’s Right Center, NGO in Montenegro, dedicated to promotion of women’s rights and gender equality, kicked of a campaign called #Unwanted, to confront traditional society, influence a change of legislature and prevent abusing of genetic prenatal tests that are causing sex-selective abortions. We wanted to start a change in the Montenegrin society. And we did. With #Unwanted song.
Brand name: NGO Womans Right Center
Advertiser / client: NGO Womans Right Center
Product / service: Human rights and gender equality
Campaign name: #Unwanted
Agency network: McCann
Agency: McCann Beograd, McCann Podgorica
Additional company: UM Podgorica
Executive creative director: Jana Savić Rastovac - McCann Beograd
Creative director: Sandra Vujović - McCann Podgorica, Vladimir Ćosić - Digital Creative Director
Art director: Lidija Milovanović, Jelena Grahovac, Saša Jovićević, Kristina Jovanović, Zdravko Kevrešan
Copywriter: Dubravka Petrović, Sandra Stojanović, Creative Writer: Dom Butler - McCann London
Designer: Bojan Čude
Account director (agency): Emina Azizi, Account Executive: Dunja Šoškić
Media director: Media Supervisor: Jelena Roganović
Managing director: Jelica Jauković - McCann Podgorica; Ivan Čelebić - UM Podgorica; Deputy CEO, I&F McCann Grupa: Olivera Perković; CEO, McCANN ADRIATIC Vladimir Dimovski
Pr director: Communications Director for Creative Excellence Adriatic & Nordic: Marija Vićić
Photographer: Photographer: Erik Messori – CAPTA
Music: Katarina Bogićević - Singer, Aleksandra Milutinović - Composer, Darko Dimitrov - Song producer
Agency producer: Executive Producer: Chris Cartwright - McCann London
Digital strategist: Digital Media Planner: Vučić Popović
Additional company: Creative Traffic: Dubravka Perišić;
Chairman: Srđan Šaper;
Global ECD, President Creative Europe: Adrian Botan;
Senior Editor – Paul Jenkinson – McCann London
