Responsible marketing

As in 2019, we promoted the need to receive and provide positive feedback using the slogan #DoceniajNIEoceniaj (#AppreciateDON’Tjudge). We believe that such an approach is the key to effective motivation and the achievement of one’s goals. Our campaign highlighted the power of our loved ones’ words and gestures. We encouraged people to support others in implementing their plans rather than criticising and judging. Appreciation is power, it helps you spread your wings and motivates you to act.

Find out more: https://www.doceniajnieoceniaj.pl/

Since 2018, the BNP Paribas Talks project has led to the organisation of meetings with writers, poets, artists and important figures from the world of culture. The meetings – which had previously been held at the Bank’s branches all over Poland – have now been moved to the virtual world due to the pandemic. In April 2020 we were the first Bank in Poland to publish its own podcast on a regular basis (at https://talks-bnpparibas.pl/ and on the Spotify platform). In nine months, the Spotify podcast was played over 6,000 times by people from 26 countries, and the website was visited by over 5,000 people. By transferring the meetings online and diversifying topics to include psychology, business, ecology, travel and literature, we reached more people than would have been possible with traditional meetings.

The Bank employed its social media to encourage people to stay at home. We carried out a campaign to raise awareness about the importance of taking care of one’s health and to encourage the transfer of social contacts to a virtual space. You can read more about our initiatives during the pandemic at: https://www.bnpparibas.pl/koronawirus-aktualnosci

At the beginning of the pandemic, we carried out a campaign whose motto was the lyric of a song by Tilt “It will be beautiful yet”. Its goal was to support society through a difficult time and bring comfort by showing that we all share the burden of isolation. The well-known and symbolic lyrics of the song inspired hope and provided encouragement for Poles during the pandemic. The campaign was consistent with the Bank’s efforts to maintain continued access to financial services during the pandemic as well as with its social initiatives in the fight against coronavirus.

Find out more at: https://www.bnpparibas.pl/jeszczebedzieprzepieknie/

In 2020, we launched the #rozruszajmyPolskę (#LETSgetPOLANDmoving) campaign. Its goal was to help small businesses which were struggling due to the economic consequences of the pandemic. In cooperation with the “Opus B” advertising agency, we created a mechanism that rewarded people for using services such as, i.a.: gastronomy, the beauty industry, tourism and fitness. We created a website (https://rozruszajmy.pl/) with a list of entrepreneurs who took part in the campaign. Anyone who activated the GOmobile application and paid with a card at one of the listed service outlets could get a PLN 50 refund from the Bank.

In 2020, we became a partner of the „To Już Dziś” (“It’s Today”) YouTube channel created by Abstrachuje.tv. The cooperation included a campaign which promoted reliable sources of information on the Internet. The YouTube channel was a great platform which enabled us to provide trustworthy information regarding climate change, technological advancements and social problems. It also allowed us to counteract the phenomenon of fake-news. The channel provides informative and relevant content, enriched by a large dose of humor. The videos featured Rafał Masny, the co-creator of the legendary Polish YouTube channel, “Abstrachuje.tv”.

Find out more on YouTube: https://www.youtube.com/watch?v=noYrDIdw_bA

We care about the natural environment and therefore strive to raise awareness about the importance of protecting our planet. We promoted responsible eco-attitudes by sponsoring the Kraków Green Film Festival and participating in numerous other initiatives and events. We also carried out an educational campaign on the proper use of fertilisers, addressed to farmers and the society in general. More information on our efforts to promote eco-attitudes can be found in the Environmental Responsibility chapter.