is a title of the campaign the OSCE Mission to Montenegro launched on 21 November in partnership with the Ministry of Labour and Social Welfare, NGO Women's Safe House and the Football Association of Montenegro.
In the campaign, Stevan Jovetić and Stefan Savić, members of the Montenegrin National Football team challenge stereotypes and seek to break the circle of silence around gender-based violence. The creative author of the campaign is Andrijana Vešović - Zombijana.
The campaign will unfold through a series of social media post and reels published on Instagram page https://www.instagram.com/vidjisam/ and on Facebook page https://www.facebook.com/vidjisam.
Speaking at the launch of the campaign, Siv-Katrine Leirtroe, Deputy Head of the Mission, stressed that gender-based violence is not a problem that can be solved in isolation; it requires a collective effort. "Football, as a universal language, has the unparalleled ability to connect people from all walks of life. Montenegrin football players, Jovetić and Savić's commitment to this cause goes beyond the pitch, illustrating that influential figures have an important role in fostering societal change," said Leirtroe, adding that with impactful social media campaign and education for youth we aim to reach every corner of society.
Mersida Aljićević, Director from the Ministry of Labour and Social Welfare, noted that this was the first time that the Ministry participated in this kind of social media campaign. "Boys and young men were targeted with strong messages to prevent violence against women. Through the campaign, we recognize other forms of violence besides physical, because not all violence leaves bruises and injuries. Violence is persecution, harassment, sexual harassment and psychological and emotional abuse, and it is our duty to recognize it and to do everything in our power to influence every individual and prevent every form of violence against women and girls," said Aljićević.
Jovana Hajduković, from the NGO Women's Safe House, stated that the NGO, for 24 years, has been actively protecting women who have experienced violence. "Violence takes on many shapes, from emotional and psychological violence to online and sexual violence. Girls often normalize the first signs of violence, while men often have patterns of violent behaviour that are rooted in our patriarchal culture, which often promotes harmful gender stereotypes. Prevention is key. I am sure that the participation of our most successful footballers, who are role models for young generations, will contribute to changing attitudes and creating a society with zero tolerance for violence," said Hajduković.
Branko Latinović, from the Football Association of Montenegro, said that the Association was happy to support this campaign. "Our captains Savić and Jovetić were more than willing to participate and set an example to the younger generations that violence in our society is absolutely unacceptable and to draw attention to the problem faced by women and girls. Their involvement is key, they are real examples to the youth of which behaviour models to follow," said Latinović.
The campaign is launched ahead of the 16 Days of Activism against Gender-Based Violence international campaign that kicks off on 25 November, the International Day for the Elimination of Violence against Women, and runs until 10 December, Human Rights Day.
See for yourself, you are not a small boy. Be better than the violence against women.
