The joint European Union and Council of Europe campaign on access to free legal aid for victims of domestic violence in Montenegro #TellTheWholeStory has been recognised as the best project raising the general public’s awareness of an urgent global or local issue at the regional competition of PR agencies SoMo Borac, held on 11 November 2022 in Zagreb, Croatia.

The #TellTheWholeStory campaign aimed to to draw public attention to the increasing gravity of the problem of gender-based violence in Montenegro, to strengthen the protection of the rights of women victims of gender-based violence, and encorage women to report the violence.

The highlight of the campaign was a paper bread bag with the printed words „Do you eat it in peace?“ followed by statistics on the percentage of women who have experienced violence during a meal at home.

The bag was distributed in bakeries and shops across Montenegro. Its photo went viral on social media in Montenegro and beyond and resulted in massive media coverage of the campaign in the whole Balkan region.

The campaign reached out to 2 million people on social media (Facebook, Instagram, YouTube). As a result, the number of requests for free legal aid in cases of domestic violence increased by 113%.

The campaign was developed and implemented under the joint European Union and Council of Europe action “Improving procedural safeguards in judicial proceedings in Montenegro”, which is a part of the joint programme “Horizontal Facility for the Western Balkans and Turkey 2019 – 2022”.

This is the fourth campaign success of the Bild Studio, the partner agency that has developed and implemented it. The first three awards were received by the studio in May this year for creativity, for best planning & creative usage of media and as agency of the year.