Every year in Poland carbon monoxide poisoning results in almost 100 DEATHS, and a further 2,000 persons are hospitalized. One of the main reasons is insufficient air circulation in homes. This is particularly critical during the heating period, when inefficient ventilation prevents replenishment of fresh air, and pollutants can lead to tragedies.

Poland is a religious country, where more than 80% people confirm to be a catholic and orthodox believer; rest 20% are jewish, muslims and others. Most of them, every year welcome pastoral visits and treat a priest as a moral guide. During traditional pastoral visits priests give away pictures of different saints to guard their homes from evil and threats.

We decided to reach every Polish house by using the power on religions and tradition. This year, during pastoral visits, priests of different religions were handing out pictures of SAINT FLORIAN, the patron of firefighters and chimney-sweeps.

The picture carried the instruction of how people can check ventilation system in their homes in a very simple and reliable way.

People don't listen to educational campaigns saying that their need to change their habbits. But there is an exception. They listen to the religious menthors, like priests.

To make people listen about their home safety, we used an old Polish tradition of pastoral visits.

Catholic and orthodox priests, while visiting families at their homes, were giving a picture of Saint Florian - a tool to check the vent system.

During the visit priest had a chance to say a word how important is to check the vent system few times a year.

We created a picture with the patron of chimney sweeps - Saint Florian, who was an instruction to easily check the patency of vent system.The classic theme of fire, was replaced by chimneys with smoke. The motif of the bucket with water, was replaced by the raised hands, to watch over the safety of the inhabitants, and on the other side, to show the vent system inlet. This card was created to lift it up, so thanks to transparency of paper, the front and back became one coherent picture, same time instructing how to place the picture.The picture was painted by professional icon artist, keeping all the orthodox principles. On the reverse side of the picture, we placed the instruction of how people can check ventilation system. The picture was distributed during pastoral visits and was available on the website. During 14 months we distributed almost 30 million instructions.

During the campaign we reached a huge number of people and increased their awareness and sensitivity to taking care of ventilation system in their homes and we distributed over 30 million of instructions.

The campaign was actively supported by three different religions – Catholic, Orthodox and Muslim.

Chimney Sweeps communicated the campaign on their website and during their cyclic visits at people’s homes.

The campaign obtained the honorary patronage of National Public Health Institute.

Bunch of international and polish websites published articles about the campaign – it appeared on Marketing Communication News, Little Black Book, adeevee, Ads of the World, Brand News, MediaMarketing, adforum, Clube Online, brief.pl, onet.pl, Marketing przy kawie, Wirtualne media, and much more.