#Unwanted

PROBLEM
Patriarchal tradition in Montenegro, one of the least populated countries in Europe, favors male heirs in the family. This puts pressure on women to abuse genetic pre-natal tests early in the pregnancy and have selective abortions if they carry girls. In Montenegro, girls are unwanted.

SOLUTION
To voice out the issue of selective abortions we have created #Unwanted song. To steer the conversation in a manner least expected and influence policy change, we used Eurovision as a platform, giving people the chance to express their support for the cause by voting live for #Unwanted song.

RESULT
80% of population reached through earned media. Unprecedented support from public and media actioned people to sign the petition and prevent further abuse. Petition was presented to and supported by the Government of Montenegro.