"Your Weekend” The Last Ever Issue
Media associated with this campaign
Overview of this campaign
Poland is 10 points below EU average on the Gender Equality Index, and women earn about 16% less than men here. But these are "only" statistics - what women face everyday is living in a society, where sexism in public spaces is still socially acceptable.
Gazeta.pl is one of the biggest news portals in Poland, and certainly the most liberal one. We build our credibility by standing for important social issues and fighting inequalities. We believe that our role as an engaged portal in times of conservative, anti-women government, is to be bold and be brave. That is why we wanted to start a serious conversation about sexism and gender inequalities. BNP Paribas and Mastercard were ideal partners to join, as they have a long-term commitment of empowering women.
Your Weekend has been Poland’s longest running and most read adult magazine. In December 2018 it went up for sale on Allegro.pl ("Polish e-Bay"). Gazeta.pl, Mastercard and BNP Paribas, supported by the creative agency VMLY&R - decided to buy it. We planned to shut it down, but not before releasing one last issue and turning it into a beacon for gender inequality. The "Last Ever Issue" hit newsstands in Poland on 8th of March with the powerful call for change, promoting diverse narratives of gender equality.
Our cover featured an emerging writer, an inspirational actress and martial arts world-champion. Leading Polish female photographers offered powerful portrayals of womanhood. Original sections were reimagined and filled with new narrative. Online and social channels of the magazine were transformed into educational platforms. And from then on, we took a powerful commitment - every 8th day of the month we will tackle the most inconvenient aspects of sexism, and write about them on Gazeta.pl homepage, in a way that is - just as the "Last Ever Issue" - bold, brave, and impossible to ignore.
Results for this campaign
Offline and online sales of “The Last Ever Issue” were launched on International Women’s Day. We sold it through Empik (a chain of 200+ bookstores), Relay/Inmedio/1 Minute (1000+ newsagents /convenience stores), publio.pl and kulturalnysklep.pl (online platforms). It was preceded by a week-long teaser campaign, which created a buzz about the magazine’s last issue.
The campaign organically reached 4.5M people and generated 25M media impressions (Poland’s adult population is 28M) according to media monitoring services. It was mentioned in influential TV shows: “Pytanie na Sniadanie”, “Szklo Kontaktowe”. It was even featured as the main story of our biggest competitor – Onet.pl. The e-edition was the best selling e-magazine in Poland of March 2019. “The Last Ever Issue” online content - which we published at the same time on Gazeta.pl website - generated 500k+ visits. But our most impressive result was... 0. That’s the exact number of impressions of “Your Weekend’s” sexist content since 08/03/2019.
Sales of the magazine were supported by an integrated campaign including OOH, cinemas, radio, social media and PR. 100+ copies of the magazine were sent out to journalists and influencers which ignited a social media debate. Both partners - Mastercard and BNP Paribas - amplified it in their social media.
71% of Gazeta.pl users heard about the project and most of them evaluated it positively as original, creative, tolerant and fitting Gazeta.pl image.
But most of all we transformed a vehicle for objectifying women into a platform for education on gender equality and then managed to continue the conversation in our day-to-day job, on our web portal. A special content section was created at Gazeta.pl. It publishes content related to sexism, equality and gender every month since then, until today.