On 30 January 2020. TheWorld Health Organisation (WHO) declared anoutbreak caused by thenew SARS-CoV-2 virus, which causes COVID19 . In Poland, on theother hand, astate of epidemic emergency was declared on 14 March 2020 and all uniformed, medical and epidemiological services were placed on standby. Thenew, unforeseen situation has had adramatic impact not only on economic sectors, but above all on citizens' sense of personal security. It has made it necessary for many institutions to consolidate their activities and to seek solutions that would allow society to cope with anunknown phenomenon and to maintain at least aminimum sense of security. Consequently, social campaigns were one of theways to raising awareness and presenting solutions to reduce therisks affecting personal security associated with theepidemic.Among numerous activities of apreventive nature, social campaigns are atool for promoting ideas and attitudes, whileat thesame time being aform of activating theaddressees to undertake pro-social behaviour and to eliminate attitudes that negatively influence thehealth, life and development of society. Asocial campaign, as apersuasive message, should evoke attitudes and behaviours that are socially desirable and induce to theabandonment of behaviours that violate thelegal order or thesense of social security. Thepurpose of thestudy is to present theconcept of personal security and related issues. At thesame time, thepaper attempts to answer thequestion of what social advertising is at thelevel of programmes creating pro-social behaviour and seeks ananswer to thequestion of theeffectiveness of social campaigns broadcast during pandemics and their impact on increasing thesense of personal safety. In particular, whether this social media tool is fulfilling its mission. Undoubtedly, social campaigns are seen as anelement that increases theeffectiveness of personal safety measures, as they provide tools to reach aspecific population. Thepaper uses empirical and theoretical research methods, including: literature analysis, analysis of phenomena occurring in society and inference as acognitive factor of thesubject under analysis. It was assumed that social campaigns have asignificant influence on increasing thefeeling of personal safety and theresults of theresearch made it possible to identify themost effective elements used in social campaigns.