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Excellence in Corporate Social Responsibility or Not for Profit / Pro Bono Programmes

Sponsored by ABPI

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Finalist

Johnson & Johnson Ethicon Better World Walk

by Content Formula for Johnson & Johnson


Summary of work

Our entry showcases a fundraising hub created for employees of a Johnson & Johnson business in the complex and diverse EMEA region to help raise money for its partner charity, Operation Smile, for whom J&J provide surgical instruments. 

The brief was to create a website that met the two main objectives of raising $250,000 for live changing operations for children, and bringing employees from across the region together for the cause. The challenge was to provide a website that was accessible and engaging to everyone, showcased how people were getting involved and gave a snapshot of fundraising progress. 

Based on an in-depth kick-off meeting where we captured all requirements, we designed and developed desktop- and mobile-enabled websites where employees could track progress and donate money, and contribute to a collective journey through submitting steps taken on a pedometer. To ensure buy-in from the start, we created interactive animations using the company’s leadership team. Social features such as a microblog and photo uploads helped keep up engagement throughout. 

Once the year-long campaign was complete and the website was taken offline, the fundraising target was reached after 65% of the target audience signed up to the website.

Judges comments

A good approach that resulted in a well-built website that was developed within challenging timescales with relatively few resources. Great results delivered using pragmatic know-how.

Winner

Around the Kitchen Table - by Tonic Life Communications for Eisai


Highly commended

A Just:: Cause - by Just:: Health Communications


Finalists

Johnson & Johnson Ethicon Better World Walk - by Content Formula for Johnson & Johnson

DePaul Meaningful Activities programme - by Hive Health for AstraZeneca

Tommy’s Tower - by Creston Health for Tommy's Charity


View the Communiqué Awards 2014 Photos


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.