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Excellence in Corporate Communications - Internal Stakeholders

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Breathe Ambassadors

by Edelman for Janssen Infectious Diseases & Vaccines

Summary of work

Respiratory Syncytial Virus (RSV) is a common virus that infects the respiratory tract and it strikes more than 64 million people each year. When Janssen entered into the research and development of potential treatments and vaccines against RSV in 2016, awareness of Janssen’s corporate commitment to RSV among internal stakeholders was low.

We were tasked with elevating the case for research in RSV, beginning first with Janssen employees and later, as potential treatments in development move closer to approval, with at risk-populations.

We proposed the BREATHE Ambassador programme: an integrated employee engagement campaign to generate employee pride and commitment to the Company by creating and sharing the real stories of Janssen employees whose families have been devastated by the virus.

The team recruited and mobilised a community of 30 BREATHE Ambassadors from all regions of the world and armed them with the resources and support to share their stories with their colleagues. The programme was operationalised and amplified through toolkits shared with local communicators, leveraging key moments like RSV Awareness Month each October.

Now in its second year, the integrated, internal communications campaign has successfully reached hundreds of Janssen employees worldwide, brought to life the impact of RSV, and cemented the importance of Janssen’s commitment.

Judges' comments

A nicely framed campaign with a clear strategic thread and great metrics throughout. The judges liked the storytelling aspect and the fact that it brought across the emotional side of the story, which was lacking from some other entries. They also liked how it involved employees.


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Category Sponsors

Catherine Devaney, WE Communications – Communiqué Awards Judge

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