We wanted to provoke general discussion about LGBT+ equality, so we created an initiative around the prom’s most important moment - Polonez Dance, traditionally danced in mixed-sex couples. This year students danced in the same-sex couples as a manifesto, supporting LGBT+ community that is excluded from this event or forced to dance in mixed-sex couples. We recorded a documentary of the event and organised its official press premiere to provoke the discussion about LGBT+ teens' problems. It went viral at once and became the most broadcasted case of youngsters' support for their LGBT+ peers in Poland so far.

Ben&Jerry’s has always fought for a better world, including equality rights. Introduced in Poland only in 2017, it fights for shares with other high-quality ice-cream: Haagen Daazs and a strong local brand Grycan. Brand’s strategy focuses on supporting LGBT+ community - a very brave task in Poland, ruled by right-wing party Law and Justice (PiS), that officially supports the homophobic attitude of most Poles. In the current election campaign, PiS is trying to stir up against LGBT+ people to gain votes. Poland is now the second most homophobic EU country.

Brand’s budget sufficed for social media activity and some events. The client wished to organise a few product samplings and a special activation supporting the brand. With just these tools at our disposal, we needed to reach a demanding target of urban activists: people 18-34 yo, Polish millennials, a target of many local and international marketers.

LGBT+ community doesn’t have an easy life at all, but one period is especially traumatic: the teenage years. When people discover their real sexuality and usually must come out. 70% of Polish LGBT+ teens experience loneliness, depression and suicidal thoughts, caused among others by hate and violence they experience at school, often intensified by lack of support even from relatives.

The prom is an important day for any young person. Dancing traditional Polonez is an indispensable ritual during proms in Poland. It is one of five polish national dances and like many others, is a couples’ dance. And, of course, those should be mixed-sex couples.

Usually, non-heterosexual students are deprived of the privilege to dance the Polonez with the partner of their choice. They often decide to skip this event unlike their heterosexual peers, who don’t need to ask anyone’s permission to bring their “other half” to the ball.

Ben&Jerry’s wanted to educate teens that it is important to respect their LGBT+ peers. We decided to make young adults aware of how they feel during the most important moment of secondary school: official prom dance. And make them aware that their support is the key. That’s why we stood for love and showed OUR support.

We choose to act together with students of one of Warsaw high schools and make a strong statement to arouse public discussion about the situation of LGBT+ teens in Polish society. We cooperated with NGOs: Love Does Not Exclude Association and Equality Parade.

Ben&Jerry’s has a strongly developed brand’s social mission. Since the very beginning, Ben&Jerry’s have supported NGOs in their work for equality and strongly believes in the true meaning of an inclusive society, where every couple has an equal right to their love - strategy’s tagline is “Love is Love”.

A group of students from Bednarska HighSchool applauded our idea at once. The Equality Prom Dance, danced in same-sex couples by the graduates, demonstrated their refusal to the norms that discriminate their non-heteronormative peers.

During the prom, we recorded a documentary. We invited journalists for its press premiere in the school’s cinema to emphasize its authenticity. It was hosted by the headmistress, students, NGO representatives and teen psychologist.

Later that day we uploaded the video on Ben&Jerry’s and NGOs’ fan pages. We have invited LGBT+ allies among celebrities and influencers to share our film in their social media. It soon went viral and became the most broadcasted case of youngsters' support for their LGBT+ peers in Poland so far.

Thanks to professional relationships, an in-depth article on EPD participants’ was published in Wysokie Obcasy, liberal opinion magazine, and Grabari, a popular LGBT+ YouTuber, interviewed them in one of his episodes.

Equality Prom Dance was promptly reported by Polish media. News about the performance appeared in main portals, TV stations, journals and magazines.

The project was positively commented by influencers, ia. movie director Kasia Adamik, famous Catholic priest Wojciech Lemanski, writer Manuela Gretkowska or alternative rock band Lipali. Many politicians from left to right wing also remarked on the movie - including newly elected mayor of Warsaw and homosexual vice-mayor of the city.

Despite the strong locality of cultural context, the project has also been noticed abroad, ia. by Forbes and LGBT+ portals such as Advocate or Tetu. Publications appeared in such languages as French, Turkish, Hungarian, Thai and even Azeri.

A total number of contacts with news about the project exceeded 21.6 million. Despite the fact, that Ben&Jerry's involvement is only noted on film's final board, 58.5% of publications emphasize the brand's commitment.

The Equality Prom Dance aroused great emotions since the moment the film was released and it spread virally among Polish Internet users. 84% of reactions underthe films on FB and YT are positive. The next proms will take place in January of the following year and many students already declared their will to organize another EPD in their schools.

Only 6 days after the Equality Prom Dance premiered, the newly elected Warsaw’s mayor signed the LGBT+ rights declaration. Its content has been negotiated for many months.

The youths that danced the EPD has been nominated for a local award “Okulary Równosci” (Equality Spectacles) for fighting homophobia.