The work described here won Employee Communications Campaign of the Year in the PRWeek Awards Asia.
Corporate values have never been more important to corporate reputation and business success. The actions of one employee can change the fortunes of a business overnight. Robert Wood Johnson, J&J company chairman (1932-1963) was acutely aware of this when he crafted ‘Our Credo,’ one of the earliest statements of CSR. The objective of the campaign was to ensure that all of Janssen’s 7,321 employees across all 14 operating companies in the APAC region had a clear understanding of the importance of ‘Our Credo’ in guiding business decision-making; and to celebrate the commitment of the company and its entire workforce to upholding the high standards of integrity Janssen sets for itself. The campaign aimed to: 1) capture universal, employee attention, 2) drive employees to pledge to uphold the highest standards of integrity demanded by ‘Our Credo’ and 3) inspire employees to discuss, engage with and understand the true meaning of integrity.
Janssen’s core strategy was to create an internal campaign to motivate every single employee to take a personal stake in integrity. Driven by a real-time race among the operating companies to be the first to achieve 100 per cent employee participation in taking the Integrity pledge, the campaign focused on an all-in competitive spirit to motivate groups and individuals to sign on to integrity at the most personal level. Planning began with the formation of an Integrity Council of senior leaders to advise on campaign content. Integrity Action Teams in each company drove implementation locally and involved representatives of healthcare compliance, communications and HR. It kicked off with an internal communications push to find out what integrity means to employees. The results from this informed the development of a branded, translatable communications platform – ‘I am Janssen. I am integrity.’
The ‘I am Janssen. I am integrity’ campaign was recently recognised within the company among the best regional programmes, campaigns and initiatives. On day one of the pledge microsite launch one-third (2,655) of employees took the pledge and by day two almost 50 per cent of the target was achieved. Eventually all 7,321 employees took the pledge.