WORK FOR GOOD CUT - PR

WE THE PARENTS - We the parents
Non profit

Shortlist

Title:	WE THE PARENTS
Brand:	We the parents
Product/Service:	Non profit
Client:	We the parents association, Równik Praw foundation, Trans-Fuzja foundation
Entrant Company:	Molecular Worldwide
Agency:	Molecular
Production Company:	Flota Filmowa
Editing Company:	Televisor
Sound Company:	Efektura
Creative Director:	Bartek Klimaszewski
Title:	WE THE PARENTS ft Andrzej Duda (President).mp4
Title:	WE THE PARENTS ft Jaroslaw Kaczynski (leader of the ruling party) 1.mp4
Title:	TV news campaign effects 1
Title:	WE THE PARENTS ft Marek Jedraszewski (Archbishop).mp4
Title:	WE THE PARENTS ft Przemysław Czarnek (Ministrer of Education).mp4
Title:	WE THE PARENTS documentary films
Release Date:	2023-03-31
Individual Credits:	Creatives: Janka Szwykowska, Rafał Pniewski, Przemysław Łowicki, Marta Tomczak, Sylwia Sobol, Jerzy Matuszewski
Individual Credits:	Agency team: Magda Eljasz, Joanna Cichalewska-Piwek
Individual Credits:	Strategy: Bartosz Gomółka, Aleksandra Szajnecka
Individual Credits:	PR agency: 24/7 communication: Klau Chmielecka, Maja Kubiak
Individual Credits:	Storytel Poland: Jakub Barzak, Klaudia Chruściel, Katarzyna Gargol, Justyna Zarejko, Izabela Markowska, Grzegorz Nowinski
Individual Credits:	Director: Marek Kozakiewicz, Wojtek Smarzowski
Notes for Judging:	The force behind this project is a small informal group of parents. Not only they had no budget, back then they didn’t even have a proper NGO status. And yet they decided to stand against conservative government propaganda aimed at their trans kids. They recorded emotional videos and posted them on social channels of their powerful oppressors. Their stories inspired Storytel "I am trans" podcast. In just a few weeks parents voice was heard all over Poland and beyond. In the last dramatic act, just one day before the planned launch of the anti-trans government campaign, US Embassy in Warsaw stepped in. The campaign was axed. Half a year later, populists lost parliamentary elections. The new government apologized the LGBTQ community and pleged to protect trans kids. https://apnews.com/article/poland-transgender-rights-fc0f1130b87c2ebde48daaebcd204d30 But we didn't stop there. One year after launch, our campaign had major impact on the whole transgender community: https://youtu.be/7RtDFjh8LI8 https://youtu.be/lHA_6xmquzE