In the vibrant Polish media landscape, TVN has maintained its leadership by choosing to pivot from traditional programming promotion to showcasing the intrinsic values of its stars and celebrities during its Fall Campaign. These values were personally expressed by the stars, who spoke without scripts, highlighting how individual celebrities and TVN's productions advocate for tolerance and respect during challenging times faced by the nation.

The creative concept was simple yet profound: “United at TVN.” Acting as a societal binding force, TVN showcased its stars who discussed core human values without the backing of its program brands. This approach not only countered the polarization that prevailed throughout the media landscape but also highlighted how shared values can bridge societal divides. The stars delivered these messages authentically, without scripts, emphasizing TVN's role in shaping a unified Polish identity through relatable, empathetic figures from its popular shows and entertainment productions.

Recognizing the public's fatigue with continuous political strife and social polarization, TVN, known for its liberal and progressive stance, positioned itself to champion tolerance and respect. By aligning the campaign with the election period, which naturally amplifies societal divisions, TVN shifted from promoting programs to amplifying the values that define its brand ethos. The campaign slogan, “ United at TVN,” symbolized a collective embrace of these values and reinforced the bond with our audience.

Reaching 10.2 million viewers, the campaign not only met but exceeded our exposure goals, enhancing the visibility of our stars and the values they stand for. This strategic focus led to a slight uptick in our year-over-year viewership by 0.1%, a notable achievement against a backdrop of a nearly 10% decline among competitors. Under an ongoing viewership crisis in the television industry, we designed a campaign that addressed the needs of millions of viewers while actively supporting minority communities. The campaign resonated deeply, giving our audience a much-needed break from the incessant politicization of every aspect of their lives. It placed TVN as a top supporter of the LGBTQ+ community in Poland (according to an independent Wavemaker survey) and generated significant positive sentiment, thereby solidifying TVN's leadership in the Polish TV market by strengthening relationships with viewers, solidifying brand trust and our commitment to promoting inclusivity and diversity.