Admind wins Silver at Złote Spinacze 2025 for the “Powitalnik” campaign

We’re coming back from the Złote Spinacze 2025 Gala with silver in hand!
Our Powitalnik campaign was awarded the Silver Spinacz in the Pro Bono category and it’s a moment of genuine pride for all of us at Admind.

This recognition from Poland’s most prestigious PR competition means a great deal to us. Powitalnik is not just a campaign, but it’s a mission. A project that supports parents facing one of life’s most difficult moments: hearing that their child has received a diagnosis.

A campaign built on trust and empathy

The Powitalnik initiative was born out of collaboration and shared purpose. Together with:

• Stowarzyszenie Mudita, authors of the content, ensuring psychological depth and care,
• Fundacja Stocznia, who accelerated the project’s development,
• and Mustela Polska,  who printed the first thousands of copies and supported the campaign’s communication,

we created a guide for parents that offers reassurance, practical advice, and emotional support, in both words and design.

At Admind, we were responsible for:

• the visual identity of Powitalnik,
• the editorial design and layout,
• all visual and communication materials,
• and the complete PR campaign from strategy and media outreach to coordinating nationwide press presence.

A powerful result

Since its launch, Powitalnik has generated:

• 330 media mentions,
• a total reach of over 4.8 million people,
• and an AVE (Advertising Value Equivalent) of 1.83 million PLN. 

To put it simply:
On average, 1 in every 7 people aged 15+ in Poland could have come into contact with the message of Powitalnik.

That’s the power of purposeful communication.

But beyond the numbers, the project has reached what matters most: the people. Parents across Poland have written to tell us that Powitalnik helped them feel calmer, stronger, and less alone.

A shared success

This Silver Spinacz is a shared achievement, and we want to say a heartfelt thank you to everyone who made it possible:

• To Marta Rutkiewicz and the team at Stowarzyszenie Mudita for their deep trust and vision,
• To Fundacja Stocznia for bringing us into this mission,
• And to Joanna Bagińska and Magdalena Rzewuska from Mustela Polska, our fellow B Corp travellers on this meaningful journey.

When purpose-driven organisations work together, beautiful things happen. This award is proof of that.

We’re proud that Powitalnik has been recognised as one of Poland’s most impactful PR campaigns, especially in a category that reflects what we believe in most deeply: using our skills to do good.

See the full story

👉 You can explore the Powitalnik case study here.