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Excellence in Corporate Communications - Internal Stakeholders

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by Edelman for Johnson & Johnson

Summary of work


Johnson & Johnson is a long-standing supporter of World AIDS Day. It is an opportunity for people around the world to unite in the fight against HIV/AIDS and to raise awareness about the issues surrounding the disease.

Employees play a major part in the success of the day by organising and engaging in internal and external events. Maintaining their interest and enthusiasm for the initiative year on year has been a key challenge.

To mark World AIDS Day 2015, an innovative campaign, #MakeHIVstory, re-energised employee support and attracted the highest participation seen for any J&J initiative to date. The campaign focused on the heritage that the Company has in developing HIV treatments, its efforts to progress future solutions and overarching commitment to Global Public Health.

Use of platforms such as Donate a Photo and Charity Miles ramped up internal engagement with over 10,000 employees making a donation. Other channels successfully leveraged included LinkedIn, Twitter, Facebook and the JnJ Homepage.

High deployment rates for campaign collateral, including digital assets, resulted in an external reach of more than 8.7 million people with efforts on Donate a Photo alone generating over $10,013 which enabled 373 health workers to receive training in resource-limited settings.

Judges' comments

The ambition of this slick, global campaign with extremely clear objectives, linked to excellent outcomes, really impressed. A clear example as how simple tactics, strong tools and effective roll-out can deliver excellent results. It is great to see how internal communications can be used synergistically towards core goals as internal belief leaked nicely into the external environment.



Office Move - by AbbVie

Heartbeat 2015 Campaign - by AstraZeneca

OneStory for OneCelgene - by inVentiv Health for Celgene

Category Sponsors

Jon Pike, Mearns & Pike - Communiqué 2020 winner

Key dates

Entry deadline 11 March 2022
Extended entry deadline 18 March 2022
(additional fee applies)
Judging days May 2022
Awards Ceremony 7th July 2022

Contact information:

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

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

Entry and dinner booking enquiries:
Helen Palmer-Wickens
Tel: 01372 414253