10. March 2026.
Hemofarm's campaign "Let's Write the Story from the Beginning" continues this year with the same focus – to shed light on and break down deeply rooted, harmful, and stigmatizing narratives that follow girls and women from the earliest age.
This year, actress Anja Ilić delivers the message that "Some stories, guided by the wrong narrative, are poorly written, and that love is the foundation of all beginnings and the roof over all endings. That is why we all need to write the pages of such a story from the beginning, together."
Harmful narratives don't emerge suddenly or from a single source. They are an interplay of cultural, sociological, historical, and political influences. Once adopted, they are passed down through generations, disguised as a joke, tradition, advice, or concern. This is why they are often repeated unconsciously, making them all the more dangerous.
"We are picking up where we left off, but this time even louder, with a clear message that it is important and necessary to challenge harmful narratives that teach us to stay silent, endure, or feel ashamed. Every girl and woman needs to know that suffering is not the price of love, and that seemingly 'harmless' words we hear every day become ingrained, normalize endurance, and at their core justify violence. It is time to expose these narratives and replace them with stories where respect, safety, and dignity are the framework of every relationship," said Sanda Savić, Senior Director of Corporate Affairs and Communications at the Hemofarm Group.
Through public discussions, educational content, and collaboration with experts, the campaign calls for changing harmful narratives that relativize and normalize violence, and for building a more just society where every story begins on the terms of those who live it.
Last year's campaign activities raised the important question of how harmful narratives shape women's lives from the earliest age, and conveyed the message that suffering is not and must not be love. This year, the campaign highlights the importance of long-term commitment to changing narratives – because just one or a few conversations are not enough to change patterns that have lasted for generations.
The campaign "Let's Write the Story from the Beginning" calls for simple but crucial steps: pause, examine your own words and actions, recognize harmful narratives, and choose different ones. Every clear "NO" to violence and every honest conversation is a step toward a society where suffering is never love.
The campaign is supported by the Psychologists' Association of Republika Srpska, the "United Women" Foundation, Aquarius, the "Nova Generacija" (New Generation) Association, the Association of Parents of Children with Malignant Diseases "Iskra," Woman.com Club, the Citizens' Association "Superbrke," the Hemofarm Foundation, and the Center for Applied Psychology "Nea Psychologia."
