Having big partners on our side we could just make another huge media campaign. But changing peoples perception requires something more. So instead we made a bold and eye catching move - we bought the oldest, iconic Polish porn magazine “Your Weekend” to close it by publishing its very last issue in history. Instead of the usual porn content, we focused on issues of sexism, misogyny, gender portrayal and equality. “The Last Ever Issue” proved that even though press is becoming less relevant, it is still possible to harness the power of the medium in an impactful way.
The main assumption was to make the topic mainstream. That is why we have decided to target the campaign to the average middle class in Poland. People we wanted to engage were not rejecting the topic, but thought that it is the issue which doesn’t affect them. We didn’t want to judge anyone or to instruct. The thing was to show the perspective of women. And by that to make people realize that we all live in a society which is not equal.
Our primary target audience were middle-class men who were brought up on the magazine’s biased portrayal of women. Target Group and our willingness to ignite natiowide conversation about the problem made media planning focus on digital and social media. Gazeta.pl, Mastercard, BNP Paribas and Twój Weekend primarily used their own social media channels. The campaign was also supported by OOH, radio and cinemas (all owned by gazeta.pl).
The campaign consisted of two essential parts:
A teaser campaign a week before the launch created excitement about the magazine’s last issue.
Nationwide offline and online sales were launched on International Women’s Day. Gazeta.pl sold “The Last Ever Issue” through their publisher’s distribution networks such as Empik (a chain of 200+ bookstores), Relay/Inmedio/1 Minute (chain of 1000+ newsagents / convenience stores), publio.pl and kulturalnysklep.pl (online platforms owned by the publisher).
Sales were supported by an integrated campaign including OOH, cinemas, radio, social media and PR. 100+ copies of the magazine were sent out to journalists and influencers which ignited a fierce social media debate. Both Mastercard and BNP Paribas amplified the campaign in their social media channels.
A content section was created at gazeta.pl. It publishes content related to sexism, equality and gender portrayal. This content is redistributed through the media channels of what used to be an objectifying adult magazine."