ŽMONĖS. YES to partnership

No matter what you say, no brand is more important than human rights. This was the message of this year’s ŽMONĖS magazine advertising campaign. Prominent and influential Lithuanian companies publicly declare in a special issue that their business goals are secondary to the struggles faced by the LGBT+ community. The slogan “Today, there are more important things than being the most important” reflects this view. The second phase of the project engages city residents and visitors to recognize urban issues and other societal concerns, comparing them with the critical importance of the partnership law. This campaign fosters dialogue about the challenges confronting the urban community and underscores the significance of LGBT+ issues, aiming to enhance awareness and empathy.Finally, we launched the website taippartnerystei.lt, offering businesses a platform to demonstrate solidarity. Brands can express their support and endorse the call to legalise same-sex relationships, advocating for equal rights for all.