Foreigners don't know what Poland is really like. We're perceived as a nation preoccupied with its history, as being too religious, too serious and unable to see ourselves with a sense of perspective. The Ministry of Foreign Affairs wanted to break these stereotypes. So we divided our campaign into two stages - national and international. In order to showcase a cooler Poland, we have to collect testimonies that young people abroad will believe in. Therefore, young Poles who are serious about the image of their country became our target group.

Launch the campaign
Published
August 2012
Topics

The Story

Foreigners don't know what Poland is really like. We're perceived as a nation preoccupied with its history, as being too religious, too serious and unable to see ourselves with a sense of perspective. The Ministry of Foreign Affairs wanted to break these stereotypes. So we divided our campaign into two stages - national and international. In order to showcase a cooler Poland, we have to collect testimonies that young people abroad will believe in. Therefore, young Poles who are serious about the image of their country became our target group.

In the second phase of the project, we provided a mobile app with access to all functions of the website. The ‘Discover’ mode enables users to browse entries, ‘Prove It’ to verify knowledge of the Polish language and ‘Show It’ gives you the opportunity to add new entries and snapshots from your device’s gallery or embedded camera. In order to be efficient, the applications are performed as iOS (iPhones and iPads) and Android-native mobile applications, thanks to which the resources and capacity of the device are used in the best way.

The Technology

  •  

    Mobile

    Android

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    Social

    Facebook

The Results

As a result of our PR activities, we recorded 169 media publications, including 20 on TV and 23 on the radio, with a range of 43.6 million PR impressions. Thanks to the "social gene", we recorded over 30,000 visits on Facebook from links posted by the users. During the first two months, the site recorded 138,000 visits in total.

43.6M

project impressions

Launch Date June 8, 2011