This chapter focuses on the authors’ personal experience challenging some of the dominant language ideologies in Croatia’s public sphere. We first provide a brief overview of the language situation in Croatia with special emphasis on the prevailing conceptualizations of language(s) in the works of established language ideologues and authors of usage guides, found in popular language-focused television and radio programs as well. We then move on to classifying and addressing some of the positive and also negative (print, audio, online) reactions from the conservative linguistic circles and their ideologies and discourse strategies following the publication of our book Jeziku je svejedno [Language could care less, 2019, Zagreb: Sandorf], in which we carried out a detailed qualitative critical analysis of prescriptivist discourse in Croatia, most notably as found in contemporary usage guides. Finally, we outline some of our ideas for future activist work with the aim of deconstructing harmful language ideologies, empowering average speakers and reducing the level of linguistic insecurity and self-hatred.