Femicide is not simply a private tragedy, it is a deeper societal and political problem that concerns everyone. That is why we were quick to accept the invitation from the Autonomous Women’s Center to support “Till Death Do Us Part”, a regional campaign dedicated to preventing femicide through public information and education.
The campaign was sparked by devastating figures: between 2011 and 2024, 424 women were murdered in Serbia, including at least 18 in 2024. Tragically, the pattern continued in 2025, with 14 victims recorded by November. These numbers clearly show that femicide is not a sudden tragedy, but the final act of violence often recognized by the victim’s loved ones.
This is why a black wedding dress stands at the heart of the campaign — a striking motif that disrupts the symbolism commonly associated with weddings. While a white wedding dress traditionally represents love, hope, security and a new beginning, the black wedding dress is a reminder of the women whose lives were cut short precisely in relationships that began with a promise of a happily ever after. It serves both as a tribute to all women who lost their lives to violence and as a warning to society to act before it is too late. In doing so, the campaign turns the wedding dress into a call for collective action, so that no woman is ever forgotten, and every woman is protected when it matters.
In Serbia, the black wedding dress was designed by Marija Tarlać (fashion designer) and presented at N.EON gallery, where an artistic performance by Tamara Pjević conveyed the emotions surrounding this difficult topic. In other countries participating in the campaign, unique black wedding dresses were created by local designers, adapting the symbol to their local contexts, while preserving a unique, shared message.
We worked on the realization of the campaign together with colleagues from the agencies McCann Beograd, UM Beograd, and NN Media Production and the support of numerous media, public figures and influencers. Their support reminded the public of how important this issue is and helped spread the campaign’s message across all target groups.
In addition to Serbia, the campaign was also launched in Croatia, Montenegro, Bulgaria, Bosnia and Herzegovina, North Macedonia, Slovenia and Albania. Through this regional cooperation, we send a powerful message: femicide affects us all and only united action can bring change.
This is only the start of the campaign. In the period ahead, we will launch a series of activities to inform the public and strengthen support for women facing violence. Alongside our partners, we stand by the campaign’s message: “Let’s prevent femicide — together!”
Join us.
Photo by Dušan Milenković
