12/15

Creative idea

Partnering with the Polish Ministry of Health and leading institutions, we amplified awareness of Poland's male suicide crisis. During Joanna Przetakiewicz's fashion show, 12 male models dramatically disappeared from the runway, falling from the stage, representing the daily loss of 12 out of 15 lives to suicide. This impactful visual, combined with government endorsements, garnered significant media attention, prompting a national dialogue around mental health. The Health Minister pledged a record $1,2 billion to mental health initiatives, demonstrating the potential for change.

Brand name: 12/15
Advertiser / client: New Women's Era Foundation / Joanna Przetakiewicz
Product / service: 12/15
Campaign name: 12/15
Agency network: VML
Agency: VML Poland
Additional company: SEC Newgate CEE
Production company: 2koma7
Agency chief executive officer: Dariusz Andrian
Chief creative officer: Dawid Szczepaniak
Executive creative director: Piotr Osinski
Creative director: Agata Rychlik (SEC Newgate)
Art director: Adam Głowacki
Designer: Tomasz Szkodziński, Design Director
Account director (agency): Michał Banaszewski
Client account director: Jagoda Prętnicka-Markiewicz (SEC Newgate)
Media director: Berenika Barczak Kilavuz, Senior Influencer Lead
Strategic planner / strategist: Paweł Loedl
Senior planner: Paulina Rauber, Senior Account Executive
Pr director: Zofia Bugajna-Kasdepke CEO (SEC Newgate)
Photographer: Magdalena Michalak, Albert Pabianek - assistant
Film production: Warsaw Production - Sławek Richert, Franciszek Kostrzewa
Director: Tala Dołgowska
Director of photography: Miłosz Kasiura
Post production: VEIN
Post production producer: Marta Kocher, VEIN
Digital creative: Marcin Cichoń, Head of UX
Event production: 2koma7 - Ewelina Spólna, Magda Kerber
Additional company: Joanna Przetakiewicz - CEO New Women's Era Foundation Katarzyna Sokołowska - Choreography Edyta Belder, Marceli Gabrusianiec - New Women's Era Foundation Daniel Czarnecki COO La Mania Jedrzej Hugo-Bader, Head of PR & Communications Dawid Błażewicz, Art Director Cezary Rudas, Creative Lead Lena Jabłońska Janusz Szymański Piotr Bronson Bronisz Maciej Ratuszniak Michał Bojczewski Krystian Łupiński Aleksandra Ołdak, Wojciech Tubaja, FASTMEDIA, HELIOGRAF