Finalist
An Interconnected Narrative Launch: Building Belief in our CVRM Ambition
by Edelman for AstraZeneca Global Corporate Affairs, Cardiovascular, Renal and Metabolism (CVRM)
Summary of work
AstraZeneca’s pipeline of cardiovascular, renal and metabolic (CVRM) medicines is one of the broadest and deepest across the industry, contributing >1/3 of the Company’s global revenues, yet there wasn’t a clear understanding of how the portfolio was positioned, and employees lacked awareness in the next wave of innovations.
CVRM teams – spread across disease areas, functions and geographies – needed to feel unified and able to communicate our ambition with clarity and confidence to the broader organisation and externally.
To this end, a never-been-done-before narrative was developed that conveyed the uniqueness of AZ’s ambition in CVRM and the unified connections across the disease areas. A suite of supporting messaging and assets were created, and AZ colleagues were trained on how to bring the narrative to life. This culminated in a launch at AZ’s internal pre-congress meeting at ESC 2023 – with the narrative displayed through art, film and dance. Internal team sessions followed, re-enacting the narrative in “Dragons’ Den” style events and individuals sharing their #MyCVRMStory.
The results were unprecedented for an internal narrative launch, giving employees a strong understanding of the portfolio, and leaving them inspired about the future direction of CVRM, so they could continue making a difference for patients.
Judges’ comments
Edelman and AstraZeneca Global Corporate Affairs, Cardiovascular, Renal and Metabolism have produced a creative and well-executed campaign in a disease area that is difficult to engage with and historically lacking in innovation. The entry itself was well written, the rationale was strong, the objectives were clear and the outcomes excellent, with strong evidence of engagement.”
