Grzegorz Piechota is in charge of a public awareness campaign for Gazeta Wyborcza that works towards equal rights for women in Poland. "We believe in something, so we try to be what we preach," he said. The campaign kicked off with a weekly supplement for women in the newspaper. After the success of the supplement, the effort expanded to the web, then to a stand-alone magazine called High Heels. High Heels sets itself apart by having a more feminist angle than most women's magazines. As Piechota said, "We do not have any stupid actresses on our cover." Gazeta Wyborcza has also published books for this feminist audience, organized events and even created an online marketplace tailored specifically to their wants. In his eyes, the future of media is moving in this direction and he says that his colleagues should "develop and build a universe around readers they already have."