Finalist
It's Personal
Summary of work
To help embed patient-centricity in the day-to-day work of employees, the AstraZeneca global team created an initiative for sharing patient stories (presented as short videos) via Workplace (AstraZeneca’s internal platform) with the ultimate aim of highlighting the main reason why AZ does with it does – to help patients.
The power of this initiative comes from taking unfiltered stories and housing them in a brand that reflects the authenticity of the campaign. It’s personal – does what it says on the tin! This is about walking the walk and showcasing a truly patient-centric approach in all customer interactions. The patient stories that AZ already had within the organisation represent this approach.
Judges’ comments
The “It’s Personal” project was nice, neat and innovative. It had good rationale and strong results on a small budget. This campaign maximised empathy and personal connection and judges were impressed by the metrics and reach.
