To give the voice to #Unwanted girls of Montenegro and confront traditional society we have created the #Unwanted song.

For their voices to be heard, we have used Eurovision as a platform and put #Unwanted song to compete for the representative of Montenegro at Montevizija, official national finals and one of the most watched TV programs in the country.

The lyrics of #Unwanted song portray the unspoken words of Unwanted girls and their rights to belong to this world.

The core of our idea was to steer the conversation about the issue of selective abortions in a manner least expected and to serve the topic on the table of conservative country in the form everyone is so fond of: music.

We wanted to start a change in the society and we did. With one song.

To give our message different kind of voice WRC partnered with famous young pop singer Katarina Bogicevic and pop hit maker and songwriter Aleksandra Milutovic to create a song for national Eurovision song. #Unwanted was not just a pop song it gave voice to the #unwanted girls rising the issue in traditional society. When the song entered the final competition, 30 second song teaser was released to the public followed by series of interviews talking about the issue, which created the interest of all media covering the issue of selective abortions and the petition to change the law for the first time openly. Major public figures, ranging from music stars, actors to football players as well as influencers on the night of national Eurovision contest, FEB 17th, showed open support and invited people to vote for the song as well as sign the petition to change the law.

Online petition demanding to change the legislature gathered more than 6000 signatures in record time, leading the Government of Montenegro to support the change of law.

More than 80% of total population reached through earned media

More than 70% of 18+ population reached through digital channels

More than 50% of total population reached via social influencers’ pages

More than 1,5 million Twitter impressions

Over 2.700.000 impressions in digital

Earned vs Paid media - 104 times higher

Major public figures and influencers supported the #Uwanted by sharing the song and petition link including Eurovision winner Marija Serifovic sharing and supporting the song.

#Unwanted song became the hit on radio stations and unofficial anthem of girls in Montenegro.

#Unwanted campaign reached not only Montenegro, but also more than 20 countries

International media coverage from regional and international press covering the campaign