Employee engagement and internal communications for GSK

Background: When you're a diversified healthcare company with 100,000 employees around the world, internal comms has its challenges. GSK needed to recruit volunteers for a CSR initiative like no other, but how would it cut through the message fatigue and hustle and bustle of work life, and inspire people to action? 

Approach: Working within the company's existing CSR brand 'Orange United', we created an extensive internal comms campaign around the initiative, which became 'Trek for kids'. Our messages highlighted not only the cause but also the commitment involved (no small ask), emboldening the right kind of volunteers to self-select and see the whole thing through. 

Credits: I delivered naming, key message development, long-form and short-form copy for print and digital. Trek for kids was a huge success in every sense: fully subscribed with employees from many nations, generating a real buzz from start to finish, and raising substantial funds for a great cause.

AGENCY: MSL