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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

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  • Tema sedmice
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    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

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    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

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    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

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    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

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    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

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    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

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Home News

I will never disown my child

Classified ads appeared in daily newspapers in which parents do not disown their children because of their sexual orientation and gender identity. These ads have stirred a huge public interest in Serbia and the region

05/07/2019
in Featured, News
4 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Gordana Perunović Fijat, a mother whose ad appeared in one of the daily newspapers, says „I wouldn’t disown my children; I wouldn’t renounce my friends, nor my parents and neighbours. Why would I? In this regard, why would I renounce anyone because they love somebody? This isn’t the times of Romeo & Juliet anymore, things have changed, why would I have to disown my child because of love?

In Serbia, one can often hear the phrase “I’ll disown you on the news!” which has its stronghold in real life situations. Thus, you could read ads in the daily press, in which parents and family members renounce their legal relatives for a number of reasons, from debt, unacceptable behaviour, alcoholism, drug addiction, etc. Unfortunately, it is still common that parents disown children because of their sexual orientation and gender identity.

One of the most difficult moments for the LGBT+ population is sharing their orientation with their loved ones, precisely because of the fear of non-acceptance. The Da se zna association launched a campaign to nurture love and support in one of the most difficult moments in somebodies life.

“We want to send a message to all parents and families to stand with their daughters, sisters, brothers, sons, and grandchildren, and not be afraid because we have been scared for a long time,” said Dragoslava Barzut, executive director of the Da se zna association.

The parents themselves wrote the classified ads as part of the campaign created by the agency McCann Beograd. Numerous public figures, organizations, as well as citizens supported the “I will never disown my child” initiative.

“We have used the negative practice with which the LGBT+ population is often affected and a custom that is in our collective consciousness to simply change the perspective. Instead of „I disown you..“ type of ads, parents of LGBT+ children have the opportunity to publicly support and acknowledge their loved ones through a series of ads in the ‘I do not disown you’ form, which finally gave the media space to a positive topic, ” says Jovana Milošević, Senior Copywriter at McCann Beograd.

Through this symbolic act, parents have supported their children, but also gave an example to other parents, showing how important the support within the family is. Gordana Perunović told the whole society that it is paramount for something to be done in order to reduce violence. She told other parents they should be standing by their children wherever and whenever they can. “Of course it’s hard to stand by a criminal, or an abuser, but parents often don’t disown such children, so why would they would give up a child who loves someone or feels differently. M message to the children is for them to be as they are, to show this world how to love and how good things happen, not to give up”, Gordana concludes.

The I will never disown my child initiative will continue through various activities aimed at educating the society and encouraging parents to accept their children with different sexual orientation and / or gender identity. 

 

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TEAM

McCann Belgrade

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  • Tamara Vukadin, Account Manager
  • Andrea Mitić, Account Manager
  • Katarina Pribičević, Strategic Planning Director
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  • Jana Savić Rastovac, Executive Creative Director
  • Jovana Milošević, Senior Copywriter
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Drive

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Tags: I&F GroupLGBTQMcCann BelgradeUM Belgrade
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