Objectives:
The primary objective of this article is to provide a general analysis of the forms of promotion of Pope Francis’s encyclical Laudato si’ available in Polish-language media. The study considers both conventional promotional formats, such as simple cover dvertisements displayed on publishers’ websites, and more advanced multimedia advertisements as well as promotional materials developed as part of broader advertising campaigns

Material and methods:
The study draws on Polish-language source materials available online (websites, publishing and library catalogues, and social media platforms). Interactive advertisements in period from 2015 to 2025 also provided opportunities to learn more about social movements, communities, and environmental initiatives inspired by or referring to the document. The research employed methods of media content analysis, content analysis, literature analysis and critique, and the case study approach

Results:
The study addresses questions concerning the types of advertising and promotional forms used in the dissemination of the encyclical. These forms frequently extended beyond the traditional understanding of publishing advertising. The analysis also considers advertising campaigns, scholarly initiatives undertaken within the framework of Laudato Si’ Week

Conclusions:
Catholic media - including the press, radio, and online platforms—played a significant role in disseminating the message of Laudato si’. The publication of the full text online, together with commentaries and opinion articles, provided extensive promotion directed at a broad audience. These forms of promotion frequently transcended the traditional understanding of publishing advertising, as they contributed to shaping both public and media discourse