Internal Communications Campaign for a Pharma or Healthcare Organisation

Judges Comments

Simple but very effective, the “Poor Relief” campaign captures our attention, then makes us do a double-take as we learn the truth behind each execution within the series…

The campaign’s use of a fake over-the-counter brand was a great idea to bring about a shock factor around the substitutes that people are really using to self-manage their HS. A comprehensive understanding of HS patient experiences becomes evident through the range of unexpected—and often disturbing—home remedies, making us appreciate just how urgently a viable and effective solution is needed to break this grim status quo.

Judges said this was so clever and well executed that, at first, they couldn’t believe it wasn’t an external campaign. This was super disruptive, executed well and with excellent copy to highlight the burden that patients bear with this condition. In addition, the judges felt that this work, being so impactful and memorable, would be a go-to discussion point for internal employees at their launch event. It was clearly a fantastic way to amp up the anticipation for an upcoming brand—as shown by the strong results and feedback from the delegates who saw it. A rightful Gold!

Lucy Harrison, Create Health

Huge Little Moments is an internal communications campaign designed to make Teva’s corporate purpose—we are all in for better health—feel deeply personal. To connect employees’ daily work to real patient impact, we used symbolic objects representing regained independence, such as a spoon for a Huntington’s patient who could eat unassisted again.

These items became powerful storytelling tools in films and office installations, highlighting the profound impact of small moments. By turning abstract purpose into tangible reminders, the campaign inspired Teva employees worldwide, helping them see and feel the real difference they make, every day.

Client internal events can be a dull procession of death by PowerPoint. Combined with the fact our story was super complex, this meant we had to devise a simple, yet impactful, way to help drive a new internal organisational commitment to a corporate priority. We did this through an unexpected, impactful, insight-led animation. This was used to raise awareness and make noise at an internal event.

Our approach focused on immediately arresting the viewer so that they were drawn in and motivated to learn more about the live-saving impact CSL can have, by developing a memorable story to explain a complex medical concept.

GSK’s Emerging Markets team covers 120 countries, with 10,000 colleagues across 24 time zones and 21 languages. To unite them, we created a platform to foster shared purpose and collaboration.

By deconstructing 120 national flags, we designed the EM flag—a symbol of connection —and launched a platform uniting all internal comms across EM. We inspired initiatives like the EM Restaurant series, where general managers shared fusion thinking alongside fusion food, and EM Masterclasses, a podcast series sparking conversations across regions.

This fresh approach unified colleagues, encouraged teamwork and laid the foundation for greater success and growth across Emerging Markets.

Takeda’s Neuroscience Sales Force gained a strategic boost with the launch of Power Up!—a creative, purpose-driven video game-inspired sitcom campaign. Through insights that shaped engaging 3D-animated characters, the campaign offered actionable training enriched with strong storytelling, warmth and humour.

Upon launching, the 250+ sales force successfully acquired the intended knowledge, resulting in remarkable outcomes: a 474% increase in post-call emails, tripling timely follow-ups, and a 64% increase in strategic resources ordered and utilised.

With the successful launch of Season 2, Power Up! continues to elevate engagement, further cementing its role as a transformative force within Takeda’s Neuroscience Sales Force.