Integrated Report 2020

Responsible marketing

As a responsible financial institution, we believe that one of the pillars of our responsibility is to raise important social topics in our marketing communication. We want to draw society's attention to important phenomena, contribute to shaping positive social attitudes and change the world we live in.

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.

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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 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:

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.

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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 ( 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 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, “”.

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The year 2020 was challenging and we therefore decided break the tradition of buying Christmas gifts for our Clients and contractors. Their production and transport would have had a significant impact on the natural environment. Instead, we decided to spread goodwill and thus give something more valuable. Our Clients, partners and contractors could choose an organisation which we supported financially.

They selected an organisation and a specific project from a list on a dedicated website ( The list included social partners of the Bank and the BNP Paribas Foundation. The organisations and projects included:

  • Ocalenie” Foundation – Christmas packages for migrant and refugee families,
  • “Alivia” Foundation – safe and free transport to therapy for cancer patients,
  • “ITAKA” Foundation – longer working hours of the Anti-Depression Helpline,
  • „Mudita” Association’s „Spa for moms” – for mothers who take care of their disabled or chronically ill children on a daily basis,
  • K.I.D.S. Foundation – implementation of a new VR solution which minimises the anxiety and pain associated with the puncture procedure in the chemotherapy of children

The initiative was extremely successful. Over 37,000 people voted for one of the five projects. We provided support for five NGOs, worth a total of PLN 200 thousand. The funds were distributed proportionally to votes for particular organisations. We are grateful to our Clients for their commitment and to our NGO partners for making the world a better place, not just during the holidays

  • 37,253votes cast
  • PLN 200 thousand – support for five NGOs

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.

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