Although the design “In Poland we don’t say …” has only been used in our social media for a short time, on Google you can come across entries of this type a few years ago. In Poland, the action began thanks to Tweet of 29 April 2020. The post uses the words of the well-known train Jan Kochanowski and refers to typical interpersonal behaviour. And so it was created: In Poland we don’t say “I miss you”. We say “You made my house so empty.”
The action quickly became a viral – Tweet itself was shared over 3,000 times and gained almost 11,000 likes, and Google recorded almost 47,000 mentions. The overall range is also impressive, from 23/04 to 12/05 it was 23 million. There were many new humorous responses to “In Poland we don’t say,” which juxtaposed Polish sayings with our traditions, customs, or famous quotes from movies, TV shows or songs.It did not take long for brands to react, and the viral campaign has moved to other channels such as Facebook and Instagram. Brands referred to real-life situations by using their advertising slogans or referring to the portfolio of their products or the category in which they operate. In addition to humorous references, there were also serious issues, such as those related to health.
What made this phrase so popular?
There are many reasons for this. First of all, there is a lot of emphasis on highlighting the positive uniqueness of Poles. There is also a sense of belonging that unites us in these challenging times. Also, the viral potential of the action indicates that we can see ourselves, our habits and typical behaviours in these phrases.