In the Dictionary of the Contemporary Slovak Language, the definition of love is not only uncontemporary but also discriminatory against the LGBTQ+ community.

The dictionary defines love as affection ONLY for the opposite sex.

Absolut partnered with LGBTQ+ influencers and started a discussion about changing the definition of love in Slovakia from outdated and discriminatory to inclusive and diverse.

The strategy was to create a social discussion and gather support and signatures thus making to make the Slovak Academy of Sciences, the institution responsible for The Dictionary of the Contemporary Slovak Language consider an official change of the definition of love in Slovak dictionaries.

The campaign started on Absolut Social Media and organically spread on all social platforms. Plus, we launched a dedicated website to gather signatures. Thousands of Slovaks as well as many celebrities expressed their support with their signatures. Absolut gave all the signatures to the Slovak Academy of Sciences, the institution responsible for The Dictionary of the Contemporary Slovak Language.

The initiative gathered more than 13 million impressions, thousands of comments, and signatures and was covered by national media.

But the BEST result was that the initiative was noticed by The Linguistics Institute of the Slovak Academy of Sciences which started linguistic research and then officially changed the definition of love in Slovakia to be inclusive and contemporary.