Finalist
Uniting to Improve Continence Care – It Matters
Summary of work
it matters is a brand and campaign that puts the passion, the mission and the values of BD's internal Urology team at its heart. A unifying message and value proposition that every person is unique and that this is to be celebrated.
I am me. it matters.
It matters focuses, first and foremost, on internal team members. Developed from the results of an internal survey, it unites the different arms of the BD urology team (around 110 people) – upskilling and empowering them to spread the word to improve the urology landscape when it comes to urinary catheterisation, particularly unecessary catheterisation, which costs the NHS millions and unnecessarily impacts quality of life.
With digital and in-person launch and training events, internal communications and a toolbox of materials (digital and printed) to support increased confidence for better, elevated conversations, it matters continues to evolve in line with the drive of BD's people.
Reinforced by a clinicallyled best practice statement, a culture of purpose-driven discovery and a mantra of people before products, it matters has inspired and equipped all internal team members to be the difference.
Judges’ comments
The ‘Uniting to Improve Continence Care – It Matters’ entry has excellent insights and comprehensive brand materials, and the depth of evaluation at the start created a solid foundation on which to build the campaign. It was clear that the team really understood the problem they needed to tackle, which was reflected in some great outcomes.
