For 27 years, “Your Weekend” – one of Poland longest running and most read adult magazine - reduced women to sex objects. In December 2018, when it was up for sale, we bought it immediately.
And used it to challenge the culture of sexism and gender inequality it had contributed to building. We transformed “Your Weekend” in a conversation-sparking, ground-breaking magazine promoting diverse and progressive narratives of femininity.
We teamed up Gazeta, our client and leading Polish news portal, with Mastercard and BNP Paribas, two brands with a long-term commitment to empower women, to create this last issue.
We published it on International Women’s Day. We kept the regular sections and columns but reimagined the content around sexual education, gender portrayal, equal rights, sexism and more. It was the symbolic end of an era and a spectacular beginning for a much-needed national conversation.
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