Campaign details

Advertiser: CWS-boco
Brand: CWS-boco
Agency: Fleishman-Hillard sp. z o.o.
Country: Poland


Two years ago, Central Statistical Office in Poland showed that every year about 100 000 people are injured in accidents at work. Alarming statistics proved that health and safety trainings, usually associated with boring seminars, needed an overhaul and needed to be widespread – especially among employers and employees of small and medium-sized enterprises. Health and safety is obligatory, but a niche topic for businesses and often a neglected subject. This wasn't helped by the fact that there was no platform for specialists to exchange knowledge and experience. Information was available from a scattered community of enthusiasts and branch portals, containing outdated information and visually resembling beginnings of the Internet. In 2014 five diverse companies united to create Safe at Work Coalition to build awareness and introduce a completely new way of talking about the health and safety in Poland. Within 2 years of its activity the number of accidents with severe injuries decreased 10% and fatal accidents decreased more than a third (according to General Statistical Office), more than 1200 participants (almost of 10 % of all OSH experts in Poland) participated in two edition of the Health and Safety Staff Championship and according to Coalition's "Work Safety in Poland" survey employees' awareness of health and safety increased from 75% (2014) of up 87% in 2016.

Research and insights

  • According to the Chief Labour Inspectorate, 40% of workplace accidents are connected with human factors, another 40% with improper work organization.
  • According to OECD, Poles spend an average of 1929 hours a year at work and 8% of them work more than 50 hours a week. This is much more (190 hours more) than in many OECD countries.
  • An audit carried out among several Polish and foreign companies from different sectors, conducted by FleishmanHillard Warsaw, showed that employees and employers needed clear guidance and advice on precautions, requirements, standards and trends in the field of health and safety. They needed to have the existing legal regulations explained to them and, above all, made free and easily accessible.

Approach and implementation