“Powitalnik” campaign nominated for Złote Spinacze 2025

We just received the kind of news that makes your heart beat faster:
Our PR campaign for “Powitalnik” has been nominated for Złote Spinacze 2025, Poland’s most important PR award.

This project is more than a campaign to us. It’s one of those rare initiatives that hits you straight in the heart, because it was designed to support parents at one of the most difficult moments in life: when they hear that their child has received a diagnosis.

A shared effort with a clear purpose

Powitalnik was born out of collaboration, trust, and a deep understanding of what parents in crisis really need. Each partner brought something essential:

• Stowarzyszenie Mudita developed the content and expert guidance. They made sure every word in Powitalnik was rooted in empathy and real experience.
• Fundacja Stocznia accelerated the project’s development.
• Mustela Polska printed the first 2,000 copies and has been actively supporting the project’s communication efforts.

And then there’s us – Admind Branding & Communications.

We were responsible for:

• the full visual identity of Powitalnik,
• the editorial design and layout of the guide itself,
• all accompanying visual materials across channels,
• and the entire PR campaign, including media strategy, outreach, and coordination of press presence.

From the first sketches to media briefings, we made sure the message was not only heard, but felt.

What happened next?

The response exceeded everyone’s expectations.
Since the campaign launched, Powitalnik has been featured in:

• more than 200 media outlets
• reaching over 3,5 million people
• with an AVE (advertising value equivalent) of 1.6 million PLN

But beyond the numbers, we’ve received direct feedback from families who said: this helped us breathe, this gave us language, this made us feel seen.

That’s the kind of impact we work for.

A meaningful nomination

Złote Spinacze winners will be announced on December 8, but for us, this nomination already feels like a victory.

It confirms what we deeply believe in: that design, communication, and creativity have the power to create real, positive change. Especially when they serve a human need.

We’re grateful to our partners, to every journalist who shared the story, and to the entire Admind team who worked with purpose and heart on every detail.

Thank you and keep your fingers crossed.

You can see the full case study of our work on “Powitalnik” here.