Baxalta, the Baxter Pharmaceutical spin-off and billion-dollar start-up, was formed to save lives by advancing therapies in hematology, immunology, and oncology. Motivated by the determined spirit of its patients, employees, and partners, Baxalta wanted to communicate a simple message both internally and externally: At Baxalta, your life is our inspiration.
With approximately 7,000 people dotted around the world, Baxalta faced a unique challenge to socialize a new vision that was a near 180° departure from the company that gave it life. Recognizing employees are often a brand’s most effective ambassadors – and necessary to realize a cultural shift at work – PJA proposed creating an employee engagement campaign to change attitudes, and an outdoor/experiential advertising campaign to announce Baxalta’s arrival to the biopharmaceutical communities of Boston and Chicago.
For the employee engagement portion of the campaign, PJA created work that included both digital and physical experiences. We began by building a new Culture section on the intranet complete with stories, timelines and motivational tips to excite and educate team members about the new company. To connect everyone as a single, global force, we created massive, interactive display walls and installed them around the world. They linked locations and helped excite and educate employees about the new culture through online polls, news feeds, and real-time infographics. Employee and patient videos told success stories that inspired team members to integrate the new Baxalta values and behaviors into their daily routines. Posters spurred employees to test their knowledge of the emerging culture via a text quiz. And, going low-tech, we created impactful decks of cards for conference rooms that stimulated conversations about the new vision and actions employees could take. While all this was happening inside the walls of Baxalta, we also wanted to let the surrounding biopharmaceutical community know there was a new leader – with a new vision – in town. PJA devised a media strategy that culminated in a huge splash on Rare Disease Day. We took over airports, major train stations and subway stations with the new Baxalta brand. And supported it with radio, digital display, and free food trucks on Rare Disease Day, itself. The campaign captured the attention of Baxalta’s peers in known innovation districts and introduced them to a new, vital force in healthcare. To reinforce the company’s values and commitment to a diverse workforce, we also created a Diversity & Inclusion program for Baxalta that stressed the theme Bring Your Whole Self to Work. We created a special destination on the company intranet, a video featuring Baxalta employees, posters, and personal whiteboards and chalkboard coffee mugs to help team members share what’s important to them – and change it on a daily basis.
If you like what we did for BAXALTA it’s time to talk about what we can do for you.
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I think PJA is bringing unique strategic and creative insights to projects and campaigns. They think out of the box and bring fresh ideas. My team and I really enjoyed working with them on the Baxalta campaign.Natacha GassenbachBAXALTA
