Country: MONTENEGRO
Client: WOMEN’S RIGHTS CENTRE MONTENEGRO / Centar za ženska prava
Advertising Agency: MCCANN BELGRADE & MCCANN PODGORICA
Creative Director: Jana Savić Rastovac
Creative Director: 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
Published: June 2018
Synopsis:
#unwanted girls? More often than not, women in Montenegro decide to have an abortion if the early prenatal test reveals that they carry a girl. That’s because, in a fiercely patriarchal system of values, the “male heir" is preferred over girls.
Montenegro Women’s Rights Centre, McCann Podgorica and McCann Belgrade launched a fierce guerrilla campaign called #UNWANTED, set to prevent those abuses.
“Unwanted” song was created. The song became the anthem, the voice of #unwanted girls and their rights to be born competed in the local Eurovision competition. Despite huge public support, the song itself was #unwanted and lost (ironically) to a male singer who sang about love. Riding a huge wave of sympathy from the media and public, the campaign brought forward a petition aiming to make changes to the current legislation in order to prevent the abuse of prenatal tests whose consequences are selective abortions. The petition is now in the Government, with the Vice President of the Montenegrin Government Mr. Pažin stating: “The success of this campaigns means a step forward in the emancipation of Montenegrin society”