The 90TEN Award for Excellence in Corporate Communications - Internal Stakeholders

Summary of work

In the world of pharma everyone wants to be the ’partner of choice’. But how many actually do? In July 2018, our client Chugai challenged us to develop a campaign to foster genuine collaboration in its European business.

Our strategy was to empower Chugai with an engine for change driven by visibility across the business, belief from employees and tangible action. If we could achieve these three things, a message of collaboration would begin to hit home.

We launched an internal movement at Chugai known as ’The Power of Together’ that spoke to what teams could achieve as one. We supported it with a video showing real employees riding to work together on tandem bicycles, and a tournament where people could ride special tandems in their office for charity. This was the ultimate expression of our campaign – showing how Chugai’s employees travel further and faster when they worked together.

In a survey the majority of Chugai employees said they strongly wanted to collaborate more and felt inspired by our campaign. People have introduced several cross-European initiatives to encourage collaboration. It’s fair to say, that now Chugai can truly tell prospective European partners that it embodies ’The Power of Together’.

Judges' comments

The judges liked the tandem idea as part of this innovative project. There was engagement with the activities with good metrics.