Women’s Right Center


Agency: McCann


UN population fund reports that Montenegro, one of the least populated countries in Europe, is one of the top 5 countries in the world with gender disparity. Strong patriarchal tradition puts pressure on couples to have sons over daughters. This makes girls #Unwanted.
To voice out a sensitive topic in the society, Women’s Rights Center in Podgorica created the #Unwanted song.
Unwanted song made it to national Eurovision finals, steering the conversation in a manner least expected and actioning people to campaign against selective abortions.
Petition to influence policy change and prevent abuse of pre natal tests was presented to and supported by the Government of Montenegro.

This professional campaign titled '#Unwanted' was published in Serbia in November, 2017. It was created for the brand: Women’s Right Center, by ad agency: McCann. This Film medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted almost 5 years ago.


Advertising Agencies: McCann, Podgorica / McCann Beograd, Serbia
Creative Directors: Jana Savic Rastovac , Sandra Vujović
Managing Director: Jelica Jauković
Art Director: Saša Jovićević
Graphic Designer: Bojan Čude
Account Executive: Dunja Šoškić
Associate Creative Director: Lidija Milovanovic
Communications Director for Creative Excellence Adriatic & Nordic: Marija Vicic
Regional Account Director: Emina Azizi
Associate Creative Director: Dubravka Petrovic
Art Directors: Jelena Grahovac, Kristina Jovanovic
Copywriters: Divna Peskir, Milos Paunovic, Vladimir Vukovic
Creative Traffic: Dubravka Perisic
Deputy CEO, I&F McCann Grupa: Olivera Perkovic
CEO, McCann Adriatic: Vlatko Dimovski
Digital Creative Director: Vladimir Cosic
Innovation Excellence Art Director: Zdravko Kevresan
Composer: Aleksandra Milutinovic
Singer: Katarina Bogicevic
Song Producer: Darko Dimitrov
PR Manager: Ana Antic


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