Ben&Jerry’s has always fought for a better world, including equality rights. Introduced in Poland only in 2017, it fights for shares with other high-quality ice-cream: Haagen Daazs and a strong local brand Grycan. Brand’s strategy focuses on supporting LGBT+ community - a very brave task in Poland, ruled by right-wing party Law and Justice (PiS), that officially supports the homophobic attitude of most Poles. In the current election campaign, PiS is trying to stir up against LGBT+ people to gain votes. Poland is now the second most homophobic EU country.

Brand’s budget sufficed for social media activity and some events. The client wished to organise a few product samplings and a special activation supporting the brand. With just these tools at our disposal, we needed to reach a demanding target of urban activists: people 18-34 yo, Polish millennials, a target of many local and international marketers.

LGBT+ community doesn’t have an easy life at all, but one period is especially traumatic: the teenage years. When people discover their real sexuality and usually must come out. 70% of Polish LGBT+ teens experience loneliness, depression and suicidal thoughts, caused among others by hate and violence they experience at school, often intensified by lack of support even from relatives.

The prom is an important day for any young person. Dancing traditional Polonez is an indispensable ritual during proms in Poland. It is one of five polish national dances and like many others, is a couples’ dance. And, of course, those should be mixed-sex couples.

Usually, non-heterosexual students are deprived of the privilege to dance the Polonez with the partner of their choice. They often decide to skip this event unlike their heterosexual peers, who don’t need to ask anyone’s permission to bring their “other half” to the ball.

Ben&Jerry’s wanted to educate teens that it is important to respect their LGBT+ peers. We decided to make young adults aware of how they feel during the most important moment of secondary school: official prom dance. And make them aware that their support is the key. That’s why we stood for love and showed OUR support.

We choose to act together with students of one of Warsaw high schools and make a strong statement to arouse public discussion about the situation of LGBT+ teens in Polish society. We cooperated with NGOs: Love Does Not Exclude Association and Equality Parade.

Ben&Jerry’s has a strongly developed brand’s social mission. Since the very beginning, Ben&Jerry’s have supported NGOs in their work for equality and strongly believes in the true meaning of an inclusive society, where every couple has an equal right to their love - strategy’s tagline is “Love is Love”.

A group of students from Warsaw’s Bednarska High School applauded our idea at once. The Equality Prom Dance, danced by the same-sex couples by the graduate students during their prom dance, demonstrated their refusal to the norms that discriminate their non-heteronormative peers.

During the prom, we recorded a documentary. We invited journalists for its press premiere in the school’s cinema to emphasize its authenticity. It was hosted by the headmistress, students, NGO representatives and teen psychologist.

Later that day we uploaded the video on Ben&Jerry’s and NGOs’ fan pages. We have invited LGBT+ allies among celebrities and influencers to share our film in their social media. It soon went viral and is the most broadcasted case of youngsters' support for their LGBT+ peers in Poland so far.

Equality Prom Dance was promptly reported by Polish media. The news appeared in main portals, TV stations, journals, magazines.

The project was positively commented by influencers, ia. director Kasia Adamik, Catholic priest Wojciech Lemanski, writer Manuela Gretkowska or rockband Lipali. Many politicians remarked on the movie.

It has been also noticed abroad, ia. by Forbes and LGBT+ portals (Advocate,Tetu). Publications in French, Turkish, Thai and even Azeri.

A total number of contacts with news exceeded 21.6 million. Ben&Jerry's involvement is only noted on film's final board - yet 58.5% of publications emphasize the brand's commitment.

EPD spread virally among Internet-users. 84% of reactions under the films are positive. Many students declared their will to organize another EPD.

6 days after, Warsaw’s mayor signed the LGBT+ rights declaration. Its content has been negotiated for months.

EPD participants are nominated for the award “Okulary Równosci” (Equality Spectacles) for fighting homophobia.