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 the affection ONLY for the opposite sex.

ABSOLUT brand purpose is to create an open world where we embrace our differences. Thus, in creating a campaign for Valentine's day, it made sense to address the discirmantory nature of the Slovak definition of the word love.

The objective was to open the discussion and in the end change the definition.

Absolut believes that true love is not exclusive or limited, which is why the brand partnered with LGBTQ+ influencers to challenge Slovakia to update its definition of love to be inclusive and contemporary.

The strategy was to create engagement by collaborating with LGBTQ+ influencers as well as influencers tom the straight community thus creating a dialogue. We knew this topic is controversial in Slovakia so the strategy was not to divide or be controversial but to unite and make people understand that we can all love the same no matter the sexual orientation.

The campaign started on Valentine's Day with an online video in which LGBTQ+ influencers pointed out to Slovaks the outdated and discriminatory nature of the definition of love and invited them to sign the petition to change the definition. We developed the campaign on Social Media by creating engagement and dialogue with Slovaks. The campaign grew organically and it from a Social Media campaign became a topic discussed nationwide.

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 officially changed the definition of love in Slovakia to be inclusive and contemporary.