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The Lucid Group Award for Excellence in Corporate Social Responsibility

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Finalist

Code of Ethics Awareness

by integrated medhealth communication (imc) for AstraZeneca


Summary of work

As a global pharmaceutical company with over 60,000 employees, AstraZeneca knows that making good decisions matters. Decisions differ from one employee to another dependent on experience, role and location. Each employee needs to understand why ethical behaviour matters, and how to put it into action in their work.

In 2016 and 2017, we worked with AstraZeneca to revolutionise their Code of Conduct Training from a traditional 45-minute e-learning to a scenario-based, mobile-capable campaign focusing on empowering employees to exercise good judgement and make better decisions for the long term. With bite-sized educational modules, a simple tone, videos from peers (some of whom are also patients) and an easy-to-use interface, we created a course suitable for modern learners. Compared with the 2015 training, the 30-day completion rate rose by 30%, with 100% of active employees completing in two months rather than five. User feedback was excellent, with many employees hailing the simplified empowering approach and the relevance of the stories and scenarios used, along with ease of use. Rather than rote learning of rules, the new course is about empowering employees, helping them to make better decisions and, vitally, showing them they are trusted to do so.

Judges' comments

The judges thought this was an excellent training programme that could have strong impacts for the company by encouraging responsible behaviours. It has a clear narrative, packed with evidence.



Finalists

Cuttsy+Cuttsy - by Cuttsy+Cuttsy

WeWontRest - by EFPIA – European Federation of Pharmaceutical Industries and Associations

Code of Ethics Awareness - by integrated medhealth communication (imc) for AstraZeneca


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.