Making a difference
Summary of work
After two years of restructuring and harmonisation, people at MSD UK were proud of what they did, but corporate identity and culture had suffered. There was an increasing sense that it was time to focus on the future. Employee research showed that our people felt proud that they ‘made a difference’ and it was also a key theme emerging from our Global Corporate Responsibility strategy. The external affairs team put ’making a difference’ at the heart of all communications activities, finding innovative ways to influence health policy to increase access to medicines, engage patients in their own health, partner with and mobilise stakeholders, and motivate employees to talk about the difference we make.
This was an astonishing and very powerful team working on a great project. The alignment was very interesting. It was obvious that everything had been driven by a single, unifying vision and their commitment to make a difference felt very genuine, as if part of their standard lexicon. They developed an impressive and really focused campaign.