Coming out of the closet can be a difficult thing for anyone, especially for those living in Eastern Europe. Because of the culture and local traditions, LGBTQ+ members and population are seen as having fewer legal rights and protections, worse living conditions, and less supportive public opinion. Sure, this may happen in all corners of the world, but in this part of the globe, things are just bad.

Just so you can make an image of what’s happening here, in Serbia, parents of gay people write ads in national and local newspapers in which they state that they disown their child. Here, it is perfectly normal to read in the newspaper classified ads in which parents and family members renounce their legal relatives for a number of reasons, from debt, unacceptable behavior, alcoholism, drug addiction, etc. Being gay or lesbian is just one more reason for parents to disown their kids.

The association for LGBT+ rights Da se zna (Let it be known) wants to nurture love and make these families change their minds regarding their kids. The fact that one person is gay doesn’t make him less human. They have the same rights and must be appreciated equally. To support such people in one of the most difficult moments of their lives, the NGO joined hands with agency McCann Beograd and launched “I (Dis)Own My Child” campaign, which can be used by families to publicly admit that their children are still human despite having a different sexual orientation than one could expect.

During this week’s #ThrowBrandThursday, we’re asking you to think outside the box and accept anyone, regardless of their sexual orientation, religion, political preferences, or color. We’re promoting tolerance amongst us. And peace. And we have Gordana Perunović Fijat by our side, a mother whose ad appeared in one of the daily newspapers. Contrary to your beliefs, the ad states: “I wouldn’t disown my children; I wouldn’t renounce my friends, nor my parents and neighbors. 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?”

You see, what this campaign did was impressive: It was launched to give readers an opportunity to praise the traits of their kids, not blame and judge them. “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.

As part of the Belgrade-based agency’s campaign, many other parents wrote their classified ads, encouraging public figures, organizations, as well as other citizens to join the “I will never disown my child” initiative. Through this symbolic act not only have parents supported their children but they also gave an example to other readers, showing how important the support within the family is.

“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.

Milošević’s statement makes us ask you: Which side are you going to take? Will you accept your kid’s different sexual orientation and / or gender identity or will you blame it?

Credits:

Client: Da se zna

Agency: McCann Beograd