Helga Sásdi, Publicis Groupe Hungary CEO and co-CEO of Publicis Le Pont—a hub for commerce, content, production, data, technology and creative in Hungary, Poland and Czechia—has been one of the few corporate leaders publicly championing LGBTQ+ rights in a country plagued by discrimination.
Sásdi is behind the agency’s ongoing “Family is family” campaign, which pushes back on a series of laws that have made it difficult for same-sex couples to adopt children. The agency started the campaign in 2020 when a bill to modify Hungary’s constitution to state “a father is a man, a mother is a woman” was introduced, and it continues to run iterations as discrimination persists.
The campaign has included a logo with three genderless figures (two adults and one child) in rainbow colors. Approximately 40,000 people made the logo their Facebook profile picture, while more than 100 public figures have also shown their support, some of whom had not previously supported LGBTQ+ rights.
“I want to make sure that we create a safe place,” Sásdi said. “It’s an absolute must as a leader to represent everyone that’s in the company. When I think of a 350-person company with all the different nationalities, sexual orientations, disabilities, whatever it is, if you wouldn’t support these things, I wouldn’t feel that it’s us.”