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Dobrostan Polek 2025. How an insurance brand became a voice in an important social conversation

CampaignBigIdeaPR
Dobrostan Polek 2025. How an insurance brand became a voice in an important social conversation
How can an insurance brand combine expertise with an authentic social dialogue? PKO Ubezpieczenia proved that a report can be more than a collection of data – it can become a catalyst for discussion about women’s mental health, life balance, and safety. With a consistent strategy and broad media coverage, the project reached millions of people and strengthened the brand’s image as a socially responsible company.

Challenge

 

  • To create a report that not only presents data but also inspires conversation.

  • To position PKO Ubezpieczenia as a conscious and empathetic brand.

  • To reach opinion-forming media and engage experts in the project.

Implementation

 

  • Development of the Dobrostan Polek 2025 report – from concept and narrative to infographics and PR materials.

  • Organization of a press breakfast at PKO Rotunda with experts including Joanna Heidtman, Magdalena Chorzewska, and Natalia Kukulska.

  • Personalized distribution of materials, follow-ups, and arrangement of interviews across TV, radio, print, and online outlets.

  • Communication around the report included social media activity (Facebook, Instagram) and the production of Balance Space podcasts, in which experts explored key topics related to women’s wellbeing.

Results

  • Over 60 publications in major media outlets (TVN24, Forbes Woman, Rzeczpospolita, Business Insider, Onet, Zwierciadło, Polskie Radio, Kanał Zero) – most of them featured relationship-based coverage, ensuring authentic and in-depth brand messaging.

  • More than 1.1 million reach and an advertising value equivalent of PLN 370,000.

  • Presence across all major communication channels: TV, radio, podcasts, social media, print, and online.

  • Authentic involvement of experts and Natalia Kukulska added emotional and lifestyle dimensions to the project.

  • The report became the starting point of a long-term communication strategy linking brand expertise with socially relevant themes.

 

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