Appointed by the Central Office of Information, GCI will raise awareness of work-associated back pain and the subsequent cost to businesses as part of a campaign called Better Backs.
GCI director Rhodri Harries is leading a two-pronged programme that will target employers as well as their staff. He said: 'For employers we will talk in the language of business - productivity, profit and competitiveness, focusing on business media and stakeholder groups.
'For employees it is about lifestyle, the importance of looking after your back and the impact (of back pain).'
Specialist areas such as nursing and construction will be targeted. GCI is engaged for ten weeks on the campaign, part of the ongoing work the HSE carries out on musculo-skeletal disorders, which account for 60 per cent of all work-related health problems in the UK.
GCI beat Grayling and Munro & Forster to the account. HSE comms director is Colin Douglas.