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Excellence in Corporate Communications – Internal Stakeholders

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Finalist

Return to Growth week

by AstraZeneca


Summary of work

“Nothing short of inspirational”, “An amazing experience”, “Powerful”, “Inspiring”, “Awesome and engaging”, “Makes me PROUD!”

Powerful and emotive feedback like this doesn’t come easily. It has to be earned. And sometimes it takes an ambitious, dedicated, risk-taking team to pull it off - like AstraZeneca’s Global Internal Communications team. The challenge was to build a deeper level of understanding and belief in the company strategy. The key word was BELIEF - how do we make our 51,000 people believe we’re on the right track? We knew we had to go further than before, do something completely different. So we decided to make a movie! Well, not just a movie, an experience - a worldwide digital communications and engagement experience based around a movie. Five days of high quality, targeted digital communications focused on our five growth platforms, culminating in a 20-minute Hollywood-inspired, YouTube-style movie. The result, one of the most ambitious, talked-about and impactful internal campaigns in our history - a triumph for healthcare communication:

  • 96% understanding and 95% belief in our growth strategy 
  • 38,000 electronic newsletter hits 
  • 12,500 movie views 
  • 100 supporting activities arranged locally 
  • Overwhelmingly positive feedback 
  • 3 team members/ £82,000 budget 

Judges comments

This is a determined, clear and simple campaign that focused on belief, supported by strong basic tactics and impressive outcomes. It was engaging with strong metrics and evaluation.


Winner

AvatarZ - by Havas Lynx for AstraZeneca


Highly commended

Bringing together a siloed business - by Johnson & Johnson UK


Finalists

Return to Growth week - by AstraZeneca

Arzerra delivers - by Ogilvy Healthworld for GSK

#IGiveA from deaths from diarrhoea - by Tonic Life Communications for RB (Reckitt Benckiser) in partnership with Save the Children


Sponsors

Behind the Judging: Communiqué Awards

Behind the Judging: Communiqué Awards
Find out what the chair of judges Anna Korving, senior judges Sarah Matthew and Annabelle Sandeman and previous award winners Paul Tanner, 90TEN and Emma Reynolds, Cohn & Wolfe; have to say on how the judging process works, what the judges focus on, tips on what helps and what distracts within an entry and get insights into how previous winners have created that stand out submission.