I (dis)own my child

Šifra: Y031GD19Agencija: McCann Beograd, Belgrade Naročnik komunikacij: ‘Da se zna’ LGBT+NGO
Skupina: Y Genius Loci / Local spirit

Ideja kampanje

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.

  • Ime znamke ali podznamke: ‘Da se zna’ LGBT+NGO
  • Naročnik komunikacij: ‘Da se zna’ LGBT+NGO
  • Izdelek / storitev: ‘Da se zna’ LGBT+NGO
  • Ime kampanje: I (dis)own my child
  • Agencijska mreža: MCCANN WORLDGROUP
  • Agencija: McCann Beograd, Belgrade
  • Druge sodelujoče agencije oz. Partnerji: UM Beograd
  • Izvršni kreativni direktor: Jana Savić Rastovac
  • Umetniški direktor: Lidija Milovanović, Sandra Milojević
  • Tekstopisec: Jovana Milošević
  • Direktor projektov: Andrea Mitić, Emina Azizi, Tamara Vukadin
  • Generalni direktor: Jelena Jazić
  • Strateg: Aleksandar Milojević
  • Odnosi z javnostmi: Marija Vićić
  • Vodja digitalnih projektov: Luka Ličina, Stefan Nikolić
  • Druge sodelujoče agencije oz. Partnerji: Nikola Nikolić, Biljana Kolaković, Ana Kovačević, Dubravka Perišić, Catalin Dobre, Djordje Marković