Campaign slogans / key messages: “Add a friend – don’t hate!

Objectives: The “Add a Friend” campaign was created to make young people aware of the negative effects of heterism and to encourage them to stand up to inappropriate behavior online. The campaign is a response to heitering as a serious yet constantly underestimated problem affecting young people on the Internet.

Addresses: Its message is addressed to both the victims of hejt, its witnesses and the hecklers themselves.

Duration: The theme of the “Add a Friend” campaign is a TV spot that has been airing since January 14, 2015 on the Disney Channel and Disney XD, on selected general-interest stations, on the Internet and in the Helios, Cinema City and Multikino cinema chains.

Media: TV, internet

Organizers and partners: Disney Polska, Partnerem akcji jest Fundacja Dajemy Dzieciom Siłę (dawniej Fundacja Dzieci Niczyje).