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Excellence in Corporate Communications - Internal Stakeholders

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Finalist

Heartbeat 2015 Campaign

by AstraZeneca


Summary of work

Heartbeat is the only monthly video-led global communications channel designed to build belief and understanding among AstraZeneca employees about its corporate strategy.
In 2015, objectives included:

  • Driving return on investment by increasing unique views by 10% on baseline (12,000 views per edition), while reducing cost by 33%
  •  
  • Building awareness and engagement around strategic priorities and therapy areas
  • Expanding its reach, value and interactivity.

Objectives were met by launching special therapy area editions consisting of educational animations, leader interviews, scientific insights and patient stories; and supported by interactive social networking, levering collaboration between teams and closely aligning with related activities.

Results were measured through:

  • Increased number of employees who opened emails - (1,180,460 unique opens)
  • Increased number of video views (151,316)
  • Cost reduction of 33% on 2014, leading to ROI of £2 per employee per year
  • More requests for videos to be reused internally (136)
  • Increase in understanding of business strategy - 7% points above global high performing norm level at 95%
  • Increase in belief of business strategy, up 3% points to 89% - in line with GHPN and 6% points above pharma norm level
  • Increase in social media usage.

Judges' comments

This was a campaign with strong commercial objectives linked to clear, sustainable tactics that delivered good outcomes. A really solid piece of internal communications work.


Winner

MakeHIVstory - by Edelman for Johnson & Johnson


Finalists

Office Move - by AbbVie

Heartbeat 2015 Campaign - by AstraZeneca

OneStory for OneCelgene - by inVentiv Health for Celgene


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.