for LGBT+
2021 Finalist for LGBT+

Warsaw, Poland

Category Public Relations and Community Service

Overview of this campaign

In June 2020 we stated in our pledge to our readers that “ is a website for everyone. We will defend and stand for every group that cannot fully defend themselves”. That meant that we had to react when Polish state and governing party politicians launched a campaign against LGBT+ rights. Our main objective was to not only cover more and more abusive behaviour of the state as a news outlet (we published 200+ news pieces on LGBT+ rights) but also to show support, combat stereotypes as well as influence social debate whenever we could.When president of Poland stated that “LGBT+ is not people but just an ideology” we organized a weekend of celebrating equality on top of our website. When state owned TV accused LGBT+ for “destroying Polish families” we decided to produce a documentary Family+ about Polish LGBT+ couples raising children. When major media refused to recognized a non binary identity of known LGBT+ activist, we published a media guide on how to cover LGBT+ rights and people. Finally, our editors and journalists were among 300+ people of media, science and art to protest a nomination of a homophobic interview  for major Polish journalism award.

Results for this campaign

Equality Weekend by - 2 millions organic reach
“Family+” documentary - 400.000 views
17 brand media publications with 100.000 media reach
60 editors of major media outlets received our guide
200+ publications on LGBT+ right June-December 2020
1 nomination for Family+ for major Polish media Grand Press Award improved its year-to-year ratings as a medium that “covers topic on LGBT+ rights”  (Kantar 2020) 


To contact a company representative about this campaign, click here for the INMA Member Directory

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