One of the toughest moments for LGBT+ population is declaring sexual orientation and gender identity to family, especially in the Balkans and small environments where cultural barriers are highly present when it comes to family acceptance… Unfortunately, it still means facing rejection. In order to formalize the rejection, parents publish ‘I disown my child’ classified ads in papers, which is a deeply rooted custom, still happening even today. We used this awful practice as a tool and changed the perspective. The association for LGBT+ rights ‘Da se zna’ (Let it be known) initiated the campaign and published a series of real ‘I disown my child’ classifieds in national and local newspapers, allowing various families to publicly support their kids for being proud of who they are and who they love.
Print advertisement created by McCann, Serbia for Da se zna, within the category: Public Interest, NGO.
Media Agency: UM Belgrade
Digital Agency: Drive
Additional Credits: Andrea Mitić, Marija Vićić, Jelena Jazić, Emina Azizi, Tamara Vukadin, Aleksandar Milojević, Luka Ličina, Nikola Nikolić, Biljana Kolaković, Ana Kovačević
Copywriter: Jovana Milošević
Senior Designer: Sandra Milojević
Associate Creative Director: Lidija Milovanović
Executive Creative Director: Jana Savić Rastovac