In the most recent European Gender Equality Index, Poland is 11 points below average. Polish traditional culture has been marginalizing women for years. After "The Last Ever Issue”, BNP Paribas wanted to go deeper in its stand against historical & systemic gender inequalities.

The objective was to reach the source of inequality and find a way to provoke real change that would affect as many as possible.

Polish women suffer inequality because of imposed stereotypic role models. Polish children are taught that only men are destined to perform great deeds. Our research found that 90% of school patrons are men. These men patrons are presented as role models for the youth, praised during annual celebrations, and their achievements are reflected in school curricula.

The campaign goal was to challenge the status quo and build a strong belief that men and women deserve equal representation among the youth role models.

We decided to challenge the educational system in Poland, by lunching a financial support program for schools that would adopt women as their patronesses, and promote them as role models for the youth.

From the media kit to influencer outreach, we developed a comprehensive plan and strategically spread all key messages behind the project.

The PR campaign aimed to draw attention to shocking inequalities (90% of patrons of Polish schools are men), highlight women's achievements, encourage schools to join the change and enter a unique schools supporting program run by BNP Paribas.

We wanted to provoke and offer a new perspective, but we didn’t want anyone to feel judged. This high visibility and sensitive project depended greatly on having the correct language and client aligned on campaign goals, roles, key messages, and timings to detailed and proactive communications with relevant stakeholders.

The campaign was launched on March 8, 2021, International Women's Day with a video highlighting shocking inequality among school role models. It was followed by a social media campaign, press publications , sponsored articles on education periodicals featuring education influencers, popular teachers, and education celebrities.

The second phase of the campaign targeted students, teachers, and schools directly, highlighting the benefits of financial support and providing resources such as lesson plans on gender equality, a pantheon of prominent women, and legal advice.

The third phase involved direct contact with schools who had applied to the program and showcasing schools that had made a difference as an inspiration to others.

The campaign had sparked a fierce discussion on female role models among politicians who wanted to maintain the status quo. Additionally, we have obtained 155 media publications which generated 2,119,134 organic reach and $235,000 in advertising value equivalent.

Despite the pandemic and closed education institutions, 340 schools declared their interest in joining the program, and to this day 20 have already chosen their women patronesses. This means hundreds of young people already have new female role models to look up to. Thanks to the great result BNP Paribas decided to continue the program in the coming years.