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Wavemaker buys, and then closes down Twój Weekend, Poland’s most popular porn magazine, in partnership with Gazeta.pl, VMLY&R, Mastercard and Bank BGŻ BNP Paribas

07.03.2019
Wavemaker buys, and then closes down Twój Weekend, Poland’s most popular porn magazine, in partnership with Gazeta.pl, VMLY&R, Mastercard and Bank BGŻ BNP Paribas

When in December 2018 the oldest and most popular Polish porn magazine was put up for sale, we bought it immediately. Why? To close it down. Because no man should ever learn about women and relationships from porn magazines.

Closing down the longest running Polish erotic magazine is an opposition to the objectification of women. For 27 years, “Twój Weekend” has reduced them to nothing more than sex objects. Now, in cooperation with its partners, Gazeta.pl will publish a special last issue of the magazine, devoted to extraordinary women.

To coincide with International Women’s Day, from Friday 8th March, people will be able to purchase a printed or electronic version of the magazine, with profits being used to fund equality training at schools.

The last “Twój Weekend” includes stories of women and men presented in articles, interviews, and features. The magazine consists of 48 actual pages raising issues everyone should read about, regardless of gender. Authors include New York Times journalist Rikha Sharma Rani, Maria Rotkiel, therapist and psychologist, Rafał and Tymek Bryndal, Miłosz Brzeziński, and Rafał Madajczak.

It will keep the sections and columns known to its regular readers, such as Dossier, Positions, Poster or Comic Strip, in order to give them completely different meaning in an unexpected way. The exceptional cover shoot – by Weronika Ławniczak of Papaya Films – features Ewa Kasprzyk, Orina Krajewska, and Joanna Jędrzejczyk.

The project is accompanied by an advertising campaign across OOH, cinema, radio, press and online. The magazine’s website available at Twojweekend.pl was also transformed for the purpose of the campaign. Advertising activities are supported by influencers.

The campaign is promoted with the #TwojWeekend (#YourWeekend) hashtag – and fans are encouraged to support the initiative by sharing photos of the cover of the last issue of “Twój Weekend” along with the hashtag on social media.

“In December, one of the oldest Polish erotic magazines, iconic in certain circles, was put up for sale. We immediately made the decision to buy it. And close it down. It’s about putting a symbolic end to the era of objectifying women. erefore, the last issue of “Twój Weekend” will not feature any nude photos or sexist texts. It will include articles on strength, wisdom, and beauty. Talented female editors, authors, and photographers, along with equally gifted male editors and authors took care of that. We hope that this special issue of “Twój Weekend” will contribute to the important discussion on the need for equality,” says Agnieszka Siuzdak, department head at Gazeta.pl.

Wavemaker Poland is responsible for the media, cooperation with influencers, and creative support of the project. Gazeta.pl and VMLY&R Poland, are the initiators and originators of the entire campaign, and its main partners include Mastercard and Bank BGŻ BNP Paribas; companies which engage in activities supporting women and implement equality strategies in their organisations. Visual content will be provided by Papaya Films. e Sukces Pisany Szminką Foundation also supports the project.

From Friday, 8 March, the last issue of “Twój Weekend” – printed in 20,000 copies – will be available for three months at newsagents shops and in Empik stores. Its electronic version will be available for purchase at Twojweekend.pl for PLN 9.99.

Poland / CONTENT / INTERNATIONAL WOMAN'S DAY / EMEA / WOMEN / EQUALITY