The Challenge

For its 30th anniversary, Autonomni ženski centar wanted to do more than raise awareness of partner violence. The challenge was to draw attention to one of the most critical moments for a woman experiencing abuse: leaving the relationship and rebuilding an independent life. The campaign needed to communicate urgency without victimising women, while turning public attention into tangible support.

What we did

We built the campaign around a powerful insight from a woman who said, “All my life I dreamed of owning a red handbag, and I finally bought one.” The red handbag became a symbol of independence, dignity and taking back control. To mark 30 years of AŽC, we brought together 30 public figures, each receiving the handbag and sharing its meaning with their communities. The idea expanded across social media, PR, TV, digital and OOH, with billboards appearing in 13 towns across Serbia, creating a campaign that moved from a personal story into a national conversation and a direct call for support.

Key results

The campaign generated both strong awareness and measurable action. By the end of the year, donations increased by 94% compared with the previous year, while social content achieved 1.4 million organic reach. Website traffic grew 8.7× year-on-year, and the campaign earned coverage across 8 TV shows and 28 online portals. Beyond visibility, the campaign helped turn a symbolic act of independence into real financial support for women rebuilding their lives.

Team

Head of Creative · Creative Strategist · Project Manager · Copywriter · Designer