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

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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.


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

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View the Communiqué Awards 2014 Photos

Category Sponsors

Key dates

Entry deadline 5 March 2020
Extended entry deadline 12 March 2020
Judging day 1 7 May 2020
Judging day 2 21 May 2020
Awards Ceremony 2 July 2020

Contact information:

For sponsorship opportunities:
Sales Team
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
Tel: +44 (0)1372 414243

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Behind the Judging: Communiqué Awards
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