Winner
BeOne Against Cancer
Summary of work
During a period of significant organisational transformation, global oncology company BeiGene undertook a major transition. The organisation was preparing to become BeOne Medicines, while simultaneously re-domiciling to Europe and introducing new regional leadership.
While strategically important, the communications challenge was not simply to announce a corporate transition. The priority was to guide employees through change while maintaining their strong connection to the organisation’s mission against cancer.
Internal research revealed a powerful opportunity: most employees reported a personal connection to cancer and already felt deeply committed to the organisation. Rather than building belief in the mission, the challenge was ensuring employees understood how the transition strengthened it.
By combining leadership visibility, storytelling and participation, the programme transformed the transition from a corporate announcement into a shared movement centred on BeOne Against Cancer.
The programme delivered measurable organisational outcomes. Almost 70% of employees across Europe participated in campaign activities, significantly exceeding engagement targets, while more than 90% reported a stronger connection to the company’s mission following the launch. The campaign also strengthened confidence in leadership communication and generated sustained engagement across multiple markets, reinforcing pride and clarity around the organisation’s direction.
Judges’ comments
The ‘BeOne Against Cancer’ campaign effectively managed a difficult corporate transition by focusing on a shared, emotional connection to the company's mission. The strategy to leverage an existing connection was sound. Very clear situation analysis and articulation of the strategy. The mosaic is a truly engaging creative. Great internal insight that helped build a targeted, relevant campaign for employee engagement.
