The Ogilvy Healthworld Award for Excellence in Corporate Communications

Sponsored by


We Take Cancer Personally

by Roche Products

Summary of work

In 2012 Roche rolled out a global campaign to highlight the company’s role in oncology. It aimed to educate employees about past achievements in diagnosis, treatment and surgery while stimulating debate about the future of cancer care. Although a global campaign, the project was owned, modified and driven locally on a UK level. This involved a bespoke internal communication campaign to educate and inform employees about the history of cancer care, raise awareness about key developments, highlight Roche’s contribution and encourage employees to get involved in the campaign and think about their role in the story. Tactics included a centrepiece, cross-functional town hall event, prominent oncology key opinion leaders invited to speak to employees, A to Z of Cancer booklets for colleagues, a dedicated webpage and an employee video – all of which proved highly effective. Following the initiative, feedback demonstrated that 88.5 per cent of employees had a good understanding about the history of cancer treatment while 85.7 per cent of employees said that they had a good understanding of Roche’s role in oncology today.

Judges’ comments

Corporate communications is becoming a far bigger issue and we found such a lot going on here, with bags of tactics, clear measurements and strong results. With great use of channel resources they succeeded in engaging employees on a personal level. It was novel, broad ranging and had clear results.