Finalist
Amgen Mission Week 2023
by Porter Novelli for Amgen
Summary of work
Following the impact of Covid-19 and ways of working changes across the business, Amgen wanted to deliver an employee engagement programme to reconnect its global workforce with its mission to serve patients.
The answer was Mission Week, an annual, week-long global event, designed to directly connect Amgen employees with the patients they serve.
After the success of the inaugural Mission Week in 2022, Amgen leadership were ambitious for more, asking for an even more impactful, engaging, and global event for 2023.
To achieve this, we needed a powerful overarching theme and call to action that could tie the programme together and drive employee engagement. Directly inspired by a patient quote from 2022, the team came up with ‘Because It Matters’ - a message to all Amgen staff that whatever their role, what they do matters and makes a difference to patients’ lives.
The ’it’ was deliberately ambiguous, allowing employees to project their own meaning, be it ‘Health’, 'Our Work’ or their respective function e.g. ‘Research’.
The final immersive event featured three headline patient panels in the US, Europe, and Asia, alongside local and virtual activations in every Amgen location worldwide.
Judges’ comments
‘Amgen Mission Week 2023’ is a strong campaign that clearly achieved what it set out to do. The judges were impressed by the programme’s overarching theme and how it built on previous success. A nice internal campaign that produced some excellent results.
