"Love Wins" message on billboards part of adoption campaign

The message "Love Wins," appearing on billboards, social media, and public figures' profiles throughout the region, is part of a campaign by the "Born from the Soul" Foundation. The initiative aims to spark an open conversation about adoption and shift societal attitudes towards the practice, encouraging greater understanding and support.

The concise slogan has captured significant public attention, prompting questions about its origin and purpose. The campaign is designed to initiate social dialogue and encourage a change in perspective on adoption. The foundation was established by Kristina Janjović Dževerdanović, who was inspired by her own adoption experience. Through her Instagram profile "Adopted Mom," she created a space for discussing the daily life of adoptive families, building a community of over 60,000 followers.

The foundation emerged from a need for additional support, reliable information, and a platform for dialogue. It now unites families, experts, and individuals who believe every child deserves safety, belonging, and the opportunity to grow up in a family. The foundation's mission is encapsulated in the message: "Children do not belong in institutions; children belong in families."

Organizers emphasize that the "Love Wins" campaign does not aim to romanticize adoption. Instead, it seeks to open a space for discussing often-silenced topics, including the challenges faced by children and adoptive parents, their fears, uncertainties, and the prejudices surrounding the adoption process. The campaign also serves as a public call to become informed, engage in conversations about adoption, and re-evaluate personal views, while offering support to families navigating this path.

“

Children do not belong in institutions; children belong in families.