Hand Made is supporting the Szlachetna Paczka campaign for the fifth time. The agency is responsible for the communication idea, the spot script and creative supervision, and is the author of the concept for this year's Poverty Report.

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“You don't expect what your team can do” is the main message coming from the campaign. The Hand Made team developed the idea for the communication platform and the script for this year's spot, which was shot on 35mm film - which gives a unique character to the whole story. The campaign responds to one of the key challenges, which is the fear of potential donors whether they can handle organizing a package on their own. That's why the WIOSNA Association together with Hand Made emphasize that helping does not require acting alone. On the contrary, joint involvement with relatives or friends is a community-building gesture.

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Donors are often surprised at how many people can combine to prepare a package for one family. This gives the help a deeper dimension - it becomes more than just material support. And the meeting of donors and recipients is a moment that gives double - it brings joy to both those who give and those who receive. Each time, Szlachetna Paczka is a great satisfaction and privilege for us to work on a project that changes the lives of so many people.

Zofia Tarnawczyk
Senior Copywriter w Hand Made

We wanted to show that making a Szlachetna Paczka is simpler than you might think. All it takes is a post on social media, a text message, a short conversation with work colleagues or a neighbor met in the elevator to gather a group of people ready to help. The campaign slogan “You don't expect what your team can do,” refers not only to the ease with which people willing to help are found. It also speaks to the great value of helping needy families - not only relieving them of the burden of buying essential items, but also bringing joy and hope into their lives.

Katarzyna Kowalska
Communication Specialist, Stowarzyszenie Wiosna

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Hand Made, in cooperation with the Spring Association, also developed the creative concept for this year's Poverty Report. The report's authors use the symbol of the fictional “Biedansk,” but the stories of its residents are devastatingly true. The city was created to show a problem that can no longer be downplayed. Nearly 2.5 million Poles live in extreme poverty. That's 6.6% of Poland's population. In 2023 alone, their number increased by 47%. At www.szlachetnapaczka.pl you can become a donor and choose a family in need.

Hand Made Agency has been working with the Spring Association and Szlachetna Paczka on a pro publico bono basis, supporting the institution strategically and creatively for the past 5 years. Activities are nominated annually for the Effie Awards Poland - this year the project was shortlisted in the “Long Term” category.

Hand Made has been designing real marketing solutions across all key channels for 18 years. The agency provides full-service strategic, creative and production support. Hand Made's effectiveness is confirmed by awards, industry reports and client evaluations, including being named four times among the best Polish advertising agencies in the Media & Marketing Polska report.