Government Organization / Health

Background

A Government Organization launched a nationwide health awareness campaign in Poland. The initiative, part of a wider European initiative, aimed to educate the public on cancer pre-vention, diagnostics, screening, and research. 

A branded vehicle travelled to five cities, stopping at local festivals and cultural events to reach people across all age groups. At each stop, the campaign offered access to medical experts, workshops, and live conversations about oncology.

Challenge

The campaign had to break through Poland’s highly saturated summer media environment. 

The challenge was to transform a public health message into a visible, engaging presence – both on a national scale and in five separate locations. The timing was tight. 

Communication had to cover multiple angles: medical credibility, regional relevance, media partnerships, and public engagement. It was also necessary to reach people outside of traditional health channels and speak to younger audiences through trusted voices.

What did we do?

We executed a 360° communication strategy that combined media relations, influencer campaigns, ads, on-site coordination and stakeholder engagement. 

We also created and distributed press releases, significantly exceeding the original plan. Messaging was tailored to each city and supported by interviews with medical experts and campaign representatives.

Trusted Polish influencers took part in the campaign, including live presence during selected events, on-site interviews and co-created content. Paid media campaigns ran across popular outlets, boosting awareness in each of the five regions. 

We also handled all event logistics.

Scope of work

  • Writing and distributing press releases (national + tailored local versions).
    • Securing PR publications in a wide range of media outlets including TV, press, and radio.
    • Booking and running local paid media campaigns across radio, print, and online.
    • Coordinating influencer campaign with trusted Polish content creators.
    • Organising 5 live events (space rental, cooperation with organisers, and outdoor media near each location).
    • Recruiting and managing promo staff with medical backgrounds.
    • Arranging interviews with campaign representatives and medical stakeholders.
    • Producing event videos and over 100 photos for ongoing use.
    • Overseeing full localisation, translation, and regulatory alignment of campaign materials.

Results

The campaign resulted in over 90 media publications across national, industry and local press, with visibility in both health-focused and mainstream outlets. Stories were featured in Dziennik Zachodni, Głos Wielkopolski, Dziennik Łódzki, Gazeta Wyborcza, Radio Zet, Puls Medycyny, Onet Kobieta, RMF24, and more.


We secured 7 interviews (2 written, 4 on TV, 1 on radio), giving visibility to the campaign’s mission. Influencers generated real-time coverage from on-site locations, boosting organic reach. Paid campaigns were visible across all five cities, reaching regional audiences just before the vehicle arrived. Despite the condensed timeline, the campaign was delivered in full and positioned the Government Organization as an active, approachable voice in public health.