YES: I'm A Woman

Women in Poland are hearing the word 'no' too often. The YES brand wants them to hear yes more often. In its latest campaign 'I am a Woman', Polish businesswoman Aleksandra Żebrowska and rower Katarzyna Zillmann among others say 'yes' and pay tribute to all women - their diversity, courage, independence, strength, emotions, and sensitivity. Only TVP public television in Poland, controlled by the right-wing Law and Justice (PiS) party said NO to the campaign created by 180heartbeats + JUNG v MATT agency. The main characters are strong and exceptional women, and the film tells the story of each of them: businesswoman and a mother of three children Aleksandra Żebrowska; rower and Olympic runner-up Katarzyna Zillmann with her girlfriend Julia Walczak; Aleksandra Wiederek-Barańska, who for over five years has been encouraging people to get tested and prevent breast cancer; Christina Flagmeier, who became a model at the age of 74, and Bogna Golec, a plus-size model. The campaign also includes the 'I am a woman, because I feel like one' sponsorship billboard, featuring Neo Mosa, a gender fluid person who will be the face of the brand in March. TVP was the only station to say no to broadcasting the campaign, saying that it was harmful to its viewers and their sensitivity. TVP demanded the removal of shots with non-heteronormative couples, as well as nudity (a breastfeeding woman and a woman after mastectomy). However, the so-called nudity could be tolerated by TVP after 8 PM, but non-heteronormative couples could not be tolerated at any time.