The response called for more than information — it required a campaign that would genuinely engage employees and shift behavior. The creative concept introduced the 3F Team: a Physician, Physiotherapist, and Fitness Instructor, reimagined as workplace superheroes and health and safety ambassadors, available to every employee dealing with back pain. Built around the rallying message “We’ve got your back — take care of yourself too,” the campaign struck a balance between institutional responsibility and personal accountability. Recognizing that Coca-Cola Hellenic’s workforce spans very different environments, V+O developed a tailored approach for each of the four company sectors — administration, distribution, production, and warehouse — addressing their specific challenges within a unified communication framework. Interactive lectures and engaging competitions were organized sector by sector to maximize participation. The campaign rolled out simultaneously in Belgrade and six additional cities across Serbia where the company operates production and distribution centers.