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Excellence in Corporate Communications - Internal Stakeholders

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Finalist

Breathe Ambassadors

by Edelman for Janssen Infectious Diseases & Vaccines


Summary of work

Respiratory Syncytial Virus (RSV) is a common virus that infects the respiratory tract and it strikes more than 64 million people each year. When Janssen entered into the research and development of potential treatments and vaccines against RSV in 2016, awareness of Janssen’s corporate commitment to RSV among internal stakeholders was low.

We were tasked with elevating the case for research in RSV, beginning first with Janssen employees and later, as potential treatments in development move closer to approval, with at risk-populations.

We proposed the BREATHE Ambassador programme: an integrated employee engagement campaign to generate employee pride and commitment to the Company by creating and sharing the real stories of Janssen employees whose families have been devastated by the virus.

The team recruited and mobilised a community of 30 BREATHE Ambassadors from all regions of the world and armed them with the resources and support to share their stories with their colleagues. The programme was operationalised and amplified through toolkits shared with local communicators, leveraging key moments like RSV Awareness Month each October.

Now in its second year, the integrated, internal communications campaign has successfully reached hundreds of Janssen employees worldwide, brought to life the impact of RSV, and cemented the importance of Janssen’s commitment.

Judges' comments

A nicely framed campaign with a clear strategic thread and great metrics throughout. The judges liked the storytelling aspect and the fact that it brought across the emotional side of the story, which was lacking from some other entries. They also liked how it involved employees.


Winner

Act on Fractures (frACTure) – World Osteoporosis Day 2017 - by Chamberlain Healthcare PR, a Syneos Health™ Company for UCB Pharma


Finalists

Breathe Ambassadors - by Edelman for Janssen Infectious Diseases & Vaccines

Launching and Embedding Our Long Term Aspiration - by Novartis Pharmaceuticals UK Limited

Longest Mo: Living Longer, Living Stronger Competition - by Reynolds-MacKenzie for Janssen


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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.