I (DIS)OWN MY CHILD

Short List
Client‘DA SE ZNA’ LGBT+NGO
Category B03. Use of Print / Outdoor
TitleI (DIS)OWN MY CHILD
Product/Service‘DA SE ZNA’ LGBT+NGO
Entrant McCANN BELGRADE, SERBIA
Idea Creation McCANN BELGRADE, SERBIA
Media Placement UM Belgrade, SERBIA
PR McCANN BELGRADE, SERBIA
Production McCANN BELGRADE, SERBIA
Credits
Name Company Position
Jana Savić Rastovac McCann Beograd Executive Creative Director
Jovana Milošević McCann Beograd Senior Copywriter
Lidija Milovanović McCann Beograd Associate Creative Director
Sandra Milojević McCann Beograd Senior Graphic Designer
Andrea Mitić McCann Beograd Account Manager
Emina Azizi McCann Beograd Regional Account Director
Tamara Vukadin McCann Beograd Account Manager
Aleksandar Milojević McCann Beograd Strategic Planner
Marija Vićić McCann Beograd Communication Director for Creative Excellence
Jelena Jazić McCann Beograd Managing Director
Luka Ličina Drive Beograd Digital Copywriter
Stefan Nikolić Drive Beograd Designer
Nikola Nikolić McCann Beograd Head Of Creative Services
Biljana Kolaković UM Beograd Regional Managing Director
Ana Kovačević UM Beograd Account Supervisor
Dubravka Perišić McCann Beograd Creative Traffic
Catalin Dobre McCann Worldgroup Romania Chief Creative Officer McCann Worldgroup Romania and Regional Creative Director McCann CEE

Why is this work relevant for Media?

In Serbia, LGBT+ members face rejection by society and their families. As unbelievable as it sounds, there is a deeply rooted custom of disowning kids in newspapers, more precisely in classified ads. Given that this specific media format has been used for negativity for decades, it’s good to know that our campaign changed the perspective by using this media format as a tool for spreading acceptance. Disowning classifieds lost their purpose, as we turned them into medium for something positive - owning kids, no matter what! The tiniest media format there is, echoed throughout the whole country, gaining huge support!

Background

It is not easy to be LGBT+ in Serbia. Besides being discriminated and ashamed, LGBT+ people face rejection on almost every step: friends, employers, society. It is particularly hard in Serbia and small environments where cultural barriers are still present when it comes to LGBT+ acceptance, even inside of families. Tackle one of the toughest moments for LGBT+ population - coming out to parents, as they simply fear the rejection. Influence and sensitize the public towards understanding the position of LGBT people. Use parents as a specific group to voice out the issue of acceptance. Help people realize that family is the one place, LGBT+ people should get unconditional love and support from, once they come out.

Describe the creative idea / insights (30% of vote)

In order to give voice to parents who supported their kids after declaring themselves as LGBT+, confront traditional society and awful practice of ‘disowning’ kids in classified ads, we hijacked this small but cruel media format, and used it as a tool to change the conversation. We published a series of real ‘I will never disown my child’ classifieds in national and local newspapers, allowing various families to support their kids for being honest about who they really are. The idea has turned the problem into a source of inspiration for acceptance. We wanted to start a change and we did it. With the classified ad!

Describe the strategy (20% of vote)

Through major national and local newspapers we reached not just wider public 18+ with liberal understandings in big cities, but most importantly, narrow minded public in small environments, where talking about LGBT+ topics is still taboo. Key channels were classified ads in 15 newspapers across Serbia. In order to support traditional media with the smallest possible budget, we went to digital and social channels too, attracting conversation, discussions and creating a call for social activism. Key portals and TV stations covered the news about the campaign and even did some interviews with the parents. Extremely popular influencers and stars supported ‘I (Dis)Own my child’ campaign, pro bono, each having over 200-300K followers per channel. The campaign had another wave of the public attention when Belgrade Pride took over the campaign headline and proudly presented it as the slogan of its parade and during the event itself.

Describe the execution (20% of vote)

Da se zna!, NGO fighting for LGBT+ rights, partnered up with all main local and national newspapers and published a series of classified ads, written by parents and families who supported their LGBT+ kids. The form of the classifieds remained well-known, but the art direction was slightly altered (with rainbow frame) in order to make it stand out in traditional black-white format. During the campaign, more parents contacted Da se zna!, asking to join the campaign and publish their own classifieds. In addition to classifieds, we created and invited people to online platform, where they could ask for advice anonymously. Both, parents and psychologists have answered. Timeline: 15 airings in 15 newspapers, published in the period 22.06.-05.07.

List the results (30% of vote)

With the media budget of 308 euros total, we reached 1. 5 million people in 3 days. Parents gathered and Serbian ’RAINBOW FAMILIES’ branch was established! As an organisation run by LGBT+ families, they act as a support network for parents and children, empowering LGBT+ families. ’I (Dis)Own’ became the moto of community, the theme of 6th Belgrade pride 2019. Major public figures and influencers supported the campaign by sharing the first classified ads published in 2 national newspapers, creating over 2. 7 million impressions on digital. All media portals shared the news about brave parents who supported kids publicly. 4 major TV stations did reportages on the news and in one of the most popular TV show there was a huge debate on the topic. Regional news covered the story about the campaign too.