Christmas 2024 social campaign – the results
A record 12 million people saw our “Let’s Talk This Christmas” campaign – this is one-third of Poland’s total population! Our social ad was visible across the country – on trains, at stations, on public transport in major cities: Warsaw, Łódź, Gdynia, and Białystok, as well as on television and online.
A week before Christmas Eve, our video ad featuring Poland’s rom-com star Michał Żebrowski appeared in long-distance trains across Poland — reaching people traveling to their extended families for the holidays. The video directed viewers to a dedicated website, spokojneswieta.pl, offering simple tips on how to talk with loved ones despite political or ideological differences. Right before Christmas the leading private television broadcaster TVN picked up the ad and aired in primetime across its channels.
The purpose of the campaign was to reduce polarization in family settings — helping people bridge ideological divides and engage in meaningful conversations on sensitive topics. On December 23 and 24, we released two series of practical tips on Facebook and Instagram: “How to Talk with Family at Christmas” and “What to Do When Things Heat Up?” The first focused on general principles of good conversation, while the second offered advice on how to handle conflict at the holiday table. Each tip came with a specific phrase that could be used in the moment.
The production of our social ad social campaign was financed through a grant from the PZU Foundation, and executed in cooperation with the national railway companies PKP SA and PKP Intercity, city authorities of Warsaw, Łódź, Gdynia and Białystok and with airtime provided by TVN Warner Bros. Discovery Poland.