A Government Organization launched a nationwide public health campaign to promote awareness and help citizens make more informed food choices. The campaign focused on three key areas: safe food practices, the connection between nutrition and health, and understanding food information. The goal was to combine scientific credibility with clear messaging. Our team was selected to lead the implementation of the campaign.
The campaign had to stand out across multiple communication channels while preserving credibility and building public trust. We were responsible for planning and executing the full local strategy, aligning central messaging with Polish audience needs and delivering tangible outcomes across paid, earned, shared and owned media.
We implemented a fully localised PESO-based communication strategy tailored to the Polish media landscape. Our work included developing press materials, managing paid digital campaigns, producing content with local influencers, amplifying the campaign through media partnerships, and ensuring compliance with all messaging and materials. We also led all coordination, localisation, content tracking and reporting activities throughout the campaign lifecycle, ensuring that each element met KPIs.
The campaign outperformed all predefined KPIs across every channel. Media relations efforts resulted in 81 earned publications (four times the target) with over 12 million reaches. 81% of articles appeared in national outlets. Influencer collaborations led to original content pieces and over 280K impressions.