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Excellence in Corporate Communications - Internal Stakeholders

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Heartbeat 2015 Campaign

by AstraZeneca

Summary of work

Heartbeat is the only monthly video-led global communications channel designed to build belief and understanding among AstraZeneca employees about its corporate strategy.
In 2015, objectives included:

  • Driving return on investment by increasing unique views by 10% on baseline (12,000 views per edition), while reducing cost by 33%
  • Building awareness and engagement around strategic priorities and therapy areas
  • Expanding its reach, value and interactivity.

Objectives were met by launching special therapy area editions consisting of educational animations, leader interviews, scientific insights and patient stories; and supported by interactive social networking, levering collaboration between teams and closely aligning with related activities.

Results were measured through:

  • Increased number of employees who opened emails - (1,180,460 unique opens)
  • Increased number of video views (151,316)
  • Cost reduction of 33% on 2014, leading to ROI of £2 per employee per year
  • More requests for videos to be reused internally (136)
  • Increase in understanding of business strategy - 7% points above global high performing norm level at 95%
  • Increase in belief of business strategy, up 3% points to 89% - in line with GHPN and 6% points above pharma norm level
  • Increase in social media usage.

Judges' comments

This was a campaign with strong commercial objectives linked to clear, sustainable tactics that delivered good outcomes. A really solid piece of internal communications work.


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Category Sponsors

Louise Dunn, Communications Consultant – Co-chair Communiqué Awards

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:
Saoirse Meenaghan
Tel: 01372 414253