Poland seen through the eyes of famous photographer – campaign launched by the MFA on the occasion of the 25th anniversary of the first post-war free, pluralistic elections, 15 years of NATO membership and 10th anniversary of EU accession.
On 4th June, 2014 Poland is celebrating the 25th anniversary of first pluralistic parliamentary elections after the Second World War. This event has been permanently enshrined in the history of Poland and became a symbolic date of the fall of the Iron Curtain in Europe. As a result of negotiations between democratic opposition associated with the Independent Self-Governing Trade Union Solidarity and the communist government, it was decided that on 4th June 1989, free elections to the Senate (the upper chamber of Polish parliament) were held. As regards the Sejm (the lower chamber) the opposition was allowed to compete for 35% of the mandates.
A clear victory of the candidates from the Civic Committee led by Lech Walesa became a beginning of dynamic, democratic changes in the whole region. A direct result of the 4th June victory was the appointment of a first after the Second World War non–communist prime minister in Central–Eastern Europe – Tadeusz Mazowiecki, which took place in September 1989.
This year Poland is celebrating two more important anniversaries: 15 years of NATO membership and 10 years of EU accession. Keeping in mind the importance of these events, Ministry of Foreign Affairs prepared an image-building campaign “Poland. Spring into new.” A core element of the campaign is TV spot promoting Poland which is aired simultaneously on four popular supraregional TV channels (BBC, CNN, Eurosport i Sky News). It shows a path that we had to take in order to enjoy freedom, civilizational leap that we worked hard on, and the residing potential of the Poles. At the same time it is a way of saying thank you to everyone, whose talents and hard work helped the country to achieve its great success of transition and modernisation. Narrator of the spot is photographer, Chris Niedenthal – author of a famous picture of the movie theatre “Moscow” during the martial law.
The premiere of the spot took place on 3rd June 2014 during the special gala of awarding Mustafa Dzhemilev with the Solidarity Prize named after Lech Wałęsa. The laureate, leader of the Crimean Tatars, for years has been fighting for democracy as well as civic rights and freedoms in Ukraine. The award was presented jointly by president Bronisław Komorowski and Lech Wałęsa.
The campaign also includes outdoor visualisations that can be seen in the streets of London since mid-May. This is the first image-building campaign that Poland has launched on such a large scale. It was undertaken in cooperation with ministries represented in the Council for Promotion of Poland and according to the guidelines for promoting the Poland brand adopted last year.