Ten years after the OD5Do95 project first entered public space and opened, at the time, a rarely articulated question of the visibility of women of all generations in Croatian society, the authors Arijana Lekić-Fridrih and Andrea Kaštelan mark the anniversary precisely where it all began—within the urban fabric of the city. OD5Do95 returns to the streets, squares, and traffic points of Zagreb, reminding citizens of the unique value of a project that has, for an entire decade, documented the voices, faces, and stories of women aged 5 to 95.
The idea of the project has always been simple yet powerful: to collect intergenerational female perspectives that are rarely heard within dominant narratives. Over the past ten years, OD5Do95 has grown into a continuous platform, an archive of memory, experience, and unexpected honesty from girls, adolescents, workers, retirees, mothers, students, and elderly women—an open-source virtual museum of oral women’s history. All of this has been preserved through photo and video material, field recordings, and intimate encounters between the authors and more than 800 participants.
For its 10th anniversary, the project returns to public space in the form of a campaign across digital citylights and large-format displays, creating a visual map of women’s experiences across the city. The campaign is realized at the following locations with the support of Go Digital:
- Green Gold Mall – dBanner
- Prečko – dBillboard
- Tvornica Kulture Zagreb
- Tvornica Kulture Zagreb
- Zagrebačka cesta – dBillboard
- City Center One West – digital citylight
- Designer Outlet Croatia – digital citylight
The return of the project to public space carries a dual symbolism. First, it pays tribute to all the women who have participated over the decade—through their words, vulnerabilities, and intimate stories that otherwise rarely reach wider social circles. Furthermore, the campaign reaffirms the value of public space as a site of dialogue and reflection: billboard surfaces and digital screens, often reserved for commercial messages, become a platform for the lived experiences of women.
Over ten years, OD5Do95 has evolved into a cultural document of its time. The first participants, five-year-old girls, are now teenagers. Those who were twenty are now women in their thirties. Those in their fifties are approaching retirement. Older participants, in their eighties and beyond, have shared wisdom and warmth that now carry new significance. Within this intergenerational continuity lies the greatest strength of the project: it records social change through subjective women’s narratives—and enables women of all ages to see and hear one another.
In this anniversary year, the authors continue working on the project through retrospective content, publication of archival material, and new intergenerational conversations. Visuals from the campaign will be accompanied by digital content, video testimonies from participants, and short documentary forms drawn from the OD5Do95 archive.
After ten years, OD5Do95 remains what it has always been: a space for women’s voices that do not ask for permission, only for space. And a reminder that without a female perspective, there is no cultural or social whole.
