Finalist
Our Behaviours
by Havas on behalf of Boehringer Ingelheim
Summary of work
Boehringer Ingelheim is the largest private pharmaceutical company. In 2024, the company defined a new long-term strategy. With this came the development of five focused behaviors that all 53,500 colleagues in 130 markets needed to adopt day-to-day.
Launching and embedding ‘Our Behaviors’ required a seamless change and communications approach. Working as an integrated team – three Havas agencies with complementary core competencies – Havas SO, H/Advisors Maitland and GateOne, together designed a suite of top-down engagement, strategic and creative communications for launch. Embedding Our Behaviors then involved multi-media assets and resources, and activation formats rolled out through a collaborative process with local change leads.
Implementation was carried out via global channels, local change leaders and events. The activation achieved an 87% satisfaction score from participants. 92% of respondents said they understood Our Behaviors and how they supported Boehringer Ingelheim’s strategic goals. And 84% were clear on their individual contribution to Boehringer Ingelheim’s strategy and how they could bring Our Behaviors to life day-to-day. The senior executive project sponsor described the campaign as “the best launch and project rollout we’ve seen in years”.
Judges’ comments
“Our Behaviours” was a well-structured, thoughtful campaign. It had good activation methods, with strong outcomes and clear KPIs. The judges liked the way it used different ways of interacting. The challenge was well set-up and they delivered on it.
