PRWeek Global Awards Winners 2020 - Employee Communications

The winner in the Employee Communications category is 'Putting employees at the heart of business strategy' for AstraZeneca, by Ruder Finn.

PRWeek Global Awards Winners 2020 - Employee Communications

Ruder Finn’s initiative to engage employees at AstraZeneca, a global pharmaceutical company that recently returned to growth after nine years of decline, leveraged digital, physical and experiential to major success.

Visit the PRWeek Global Awards hub to find out more about the winners

The first order of business was aligning 64,000 AstraZeneca employees across more than 100 countries and 40 languages. A three-week, online crowdsourcing event called AZ2025 brought everyone together in a series of discussions around six topics that were of paramount importance to the company’s future success. Employees were invited to share their ideas and the most impactful were incorporated into AZ2025 on tour — a series of 12 immersive, weeklong events around the globe.

Two new channels were created to engage employees on a regular basis: AZ Talks, 5-15 mins in length, which were presented by passionate experts from every level of the company, and eye-catching, immersive exhibitions that brought the strategy to life and kept it front of mind for employees.

The result? 11,000 employees from 70 countries interacted directly with the online tools and content; 56,000 ideas came from all levels and areas of the business — 180% above the target of 20,000; and 96% of employees said they were invested in AstraZeneca’s future direction (up from 94% in 2018).

Judge's comment: "Truly showed employee engagement, ongoing and continuous conversations and, most importantly, the consideration and appreciation on the best ideas to be implemented. Loved how the crowdsourcing turned into allocated funding.”

Highly Commended

'Generation SESI SENAI App' for  Brazilian National Confederation of Industry by FSB COMUNICAÇÃO LTDA

FSB Comunicação created an app that allowed students, teachers and employees to communicate as part of an effort to make Brazilian industry more productive and competitive. In 14 months, the app attracted 35,498 users and more than 400 reviews in the Apple Store, with a 4.8 score on a scale of 0-5.


'The ADNOC Way' for The Abu Dhabi National Oil Company 

'World's Largest Sales Call Week' for InterContinental Hotels Group

'How Unilever successfully delivered its most ambitious internal engagement campaign ever, reaching over 150,000 employees in 190 countries' for Unilever

'Get to know... - the person behind the job title' for Dentsply Sirona 

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And the winners are…