pages in the last issue of Twój weekend
In December 2018 Twój Weekend, Poland’s longest-running adult magazine, was put up for sale on Allegro auction site. Gazeta.pl and VMLY&R Poland and partners (MasterCard, Bank BNP Paribas, Wavemaker, Papaya Films) bought it and prepared its last issue to spark a discussion about gender image, partnership relations, gender equality and how it can be enforced in everyday life.
On International Women’s Day, Gazeta.pl teamed up with VMLY&R Poland and partners to issue a special Twój Weekend, dedicated to unique women. Closing of Poland’s longest-running adult title that reduced women to sex objects for 27 years, is a symbolic protest against objectification of women. The last issue, instead of typical for this type of magazine photos and texts, featured materials about strength, wisdom and beauty. The familiar sections and columns were kept but filled perversely with reimagined content to give it new meaning. Interesting stories of men and women were presented in articles, interviews and commentaries. A special cover photo featured Ewa Kasprzyk, Orina Krajewska and Joanna Jędrzejczyk. The project gained international recognition in prestigious advertising industry competitions and enjoyed immense popularity.
48 pages of the magazine featured articles by Rikha Sharma Rani (New York Times), a therapist and psychologist Maria Rotkiel and Rafał and Tymek Bryndal, Miłosz Brzeziński, Rafał Madajczak.
With a circulation of 20 thousand copies, an internet issue was published on Twojweekend.pl. Profit from the sale of printed and electronic magazine was directed to supporting equality education in schools.
Initiators and originators of the project were: VMLY&R Poland and Gazeta.pl, and business partners were: MasterCard and Bank BNP Paribas, Wavemaker, Papaya Films (visual production of the content) and Sukces Pisanyo Szminką Foundation.
The project was accompanied by an advertising campaign, a new version of Twojweekend.pl, influencer and #ostatniTW campaign in the social media.
The last issue of Your Weekend is also one of the most widely awarded campaigns in the history of Polish marketing. It was Poland’s first campaign to win the most prestigious advertising and communications award Cannes Lions, Grand Prix in the category Glass: The Lion for Change, Titanium Lion and bronze statuettes. Among other awards golden statue in the category Redesigned Products at WAN-IFRA Print Innovation Awards 2019, 6 KTR prizes and Grand Prix Gerety Awards, Grand Prix in the category Print and Silver Drums in categories Social Good and Content in the international Golden Drum competition.
More information: Our achievements.
The next step after purchasing Your Weekend was the launch of a project titled Eighth Day of the Month, spurred by the comments from the users of Gazeta.pl. On the eight day of each month the portal covers various discrimination-themed topics such as pay inequality, sex, interests and education. This way Gazeta.pl wants to people to cover the topics that truly engage readers.