In the Polish alphabet there are 9 special marks: a, c, e, l, n, ó, s, z, z. They help us with the correct understanding of words, their meaning and pronunciation. Due to the development of new technologies we use them less and less: up to 53% of Poles do not apply Polish signs due to logic, thanks to which – as believed by the surveyed we conducted – messages are written way faster.

But if we don’t add a dash or a tail, we may create a new word or even change the meaning of a whole sentence! Some words without Polish marks sound stupid others make no sense. People may write ROBIC LASKE (to give a blowjob) instead of ROBIC LASKE (to do a favour) just to give you an example.

This will lead to the disappearance of the Polish language and a weakened role of transferring Polish cultural inheritance from generation to generation.

To show Poles how strange and silly their language may become, for one day we deleted diacritics from all media. Literally. It is as if you woke up in a country where every media around you speaks in a bizarre sounds-almost-like-your-mother-tongue. The campaign involved 6 music bands, 34 radio stations, 250 portals, 21 newspapers and 16 TV stations. With a budget of 3000 Euros, we received free media coverage worth 500000 Euros. In one day we reached 24 out of 38 millions of Poles. You see, POLISH IS DIFFERENT. Let's keep it this way.

First we chose campaign’s ambassador – a famous professor from the Council of the Polish Language. Next we conducted a survey. Then we came up with a simple radio idea. 6 Polish music bands agreed to record their hits without Polish marks for free. Songs were uploaded to a web page with an address containing diacritics (www.jezykpolskijestae.pl). With the material ready we hit radio stations. When they agreed to air it, it was like a start of an avalanche. We invited journalists for a press conference. More and more media joined the campaign. As a result it involved 34 radio stations, 250 portals, 21 newspapers and 16 TV stations, all speaking in a funny way. With a budget of 3000 Euros we reached 24.000.000 people. All in the period limited to 24 hours.

On The International Day of Mother Tongue Polish signs disappeared from television, radio stations, newspapers and the internet.

One day of the campaign resulted in more than a million queries and our website was shared almost 3000 times in just a few hours!

The action involved: 6 top music bands, 34 radio stations, 250 portals, 21 newspapers and 16 TV stations.

We invested about 3 000 euros in the campaign. The value of the free publicity we received, was about 500 000 euros.

In just one day we caught the attention of more than a half the population of Poland – 24.000.000 people.

Although it was a local, untranslatable campaign, it managed to catch the attention of the international media. The Guardian, The Washington Post, ABC news, The Sun, Boston Herald, Japan Times, Shanghai Daily - to name just a few - mentioned it in their internet issues.