BNP PARIBAS is a brand with a mission. As the "Bank of a changing world", we have been engaging in social issues for years, addressing important contemporary problems in our activities and communication: the climate crisis, social exclusion or discrimination against women. However incorporating environmental or equality themes into advertising is now becoming an increasingly common practice for many brands. Sometimes it is pure marketing without serious action or simply 'green/purple/pink-washing'. The multiplicity of such communications makes the image of BNP Paribas as a responsible brand less unique. Therefore, in 2021 we faced the challenge of how to cut through the growing noise of engaged brands and how to show how serious and committed we are about our mission of changing the world for the better. What we need to do was not an usual communication campaign but an umbrella approach that incorporate all SDG in BNP Paribas activity.

We decided to tell everyone – the world needs you and invited people to change the world, including those who themselves need help and suffer from inequalities. In your strategy one helps the other. Just as the Sustainable Development Goals support each other. Therefore, we are the first Polish bank to support all the UN sustainable development goals, looking for synergies between them.

At a time when every brand does something good for the world, or at least declares it, we have decided to establish our role as the bank of a changing world. We included all 19 sustainable development goals in our strategy, proposing a related product, educational activities or strategic partnership with a public benefit organization for each goal. In our campaign, we addressed everyone, especially those who suffer from various inequalities. We believe that being responsible and sustainable will make us distinguish from competitors and convince customers to join us and support actions for a better world. That is why we support the United Nation’s plan - Sustainable Development Goals.

Our umbrella campaign - The World Needs You - began with presenting Poles all the sustainable development goals. In the image spot, in which we showed various minorities, we invited everyone to change the world and choose their goal. On the website, you could find out how to change the world in a given area and what are the bank's products, services or activities that respond to the challenge of a sustainable development goal. In the next phases of the campaign, we presented banking products supporting a given sustainable development goal, e.g. a favorable loan for ecological solutions. Our products and services were targeted at various groups, such as farmers, entrepreneurs and parents.