Challenge: Coca-Cola Hellenic is a responsible company that takes care of its employees by regularly providing various training sessions, manuals, and safety equipment related to health and safety. Despite these efforts, occasional injuries have occurred. The assigned theme for that year was ergonomics and proper load handling.
Activities: Based on internal research on health risks, V+O concluded that the most common problems related to poor ergonomics and improper load handling are back injuries.
With this in mind, the campaign slogan “We’ve got your back, take care you too!” was created to emphasize that Coca-Cola Hellenic is a responsible company that cares for its employees, but it is also crucial for them to take care of themselves. The creative concept was based on the 3F team (Physician, Physiotherapist, and Fitness Instructor), presented as superheroes in their fields. They served as health and safety ambassadors in the workplace, available to all employees to help with back pain.
V+O developed a different approach for all four company sectors: administration, distribution, production, and warehouse, considering their specific issues within the umbrella communication message.
Interactive lectures with engaging competitions were organized for each sector to involve as many employees as possible.
This campaign was simultaneously implemented in Belgrade and six other cities in Serbia where Coca-Cola Hellenic has production and distribution centers.
During the two-week campaign, employees actively participated in all activities and showed significant interest in the topic.
Results: Over 530 employees were educated on health and safety at work, and the number of sick leaves due to back problems decreased by 30% after the campaign.
This internal campaign was short-listed for the PR award of the PR Society of Serbia.
