Direct Media United Solutions
Belgrade streets have been seeing display screens popping up with the message When You’re Ready lighting up letter by letter. Soon, the slogan in distinct typeset started to flood social media.
The movement — and not an advertising campaign — came about spontaneously, with a view to supporting sexual abuse survivors and answering the question that part of the public puts forward to survivors: Why did they keep silent until now?
#WhenYoureReady originated in the minds of DIRECT MEDIA United Solutions’ creatives, who were motivated by wanting to encourage survivors to share their stories only when they are ready and to let them know that they never have to justify why it took them the time it did.
“Serbia is indeed a traditional country, but it often fosters conservative values. In addition, when it comes to sexual violence, unfortunately, we are uneducated and rarely outspoken. That is why it is unsurprising to hear, “Well, why was she silent before?” or “Why now?” after women bravely come forward. Although some weaponize these questions to humiliate survivors and sow distrust, many ask them out of genuinely misunderstanding the issue,” says Stefan Gajić, Art Director at DIRECT MEDIA United Solutions.
The situation is complex and often seems confusing and complicated, but the very simple reason for survivors not coming forward earlier — according to therapists who work with sexual abuse survivors — is time. For survivors to speak publicly about the issue, they need to be ready, which means different things for each individual.
“This is precisely what we wanted to convey. In partnership with Alma Quattro, we devised a message that encapsulates time and raises awareness around how important it is for survivors of sexual and other forms of violence.
It takes time for the entire message — When You’re Ready — to appear. The slogan appears when it is ready, just like the survivor comes forward when she is ready,” Direct Media say.
Jana Oršolić added value to the movement by designing the unique typeset. Jana is a visual artist and at the same time one of the loudest people when it comes to sensitive issues such as this one.
DIRECT MEDIA United Solutions say that men can also be survivors of sexual violence — a message like this should surely be meant for them as well and every story deserves attention as singular in itself.