Case Studies
Cross-Cultural Internal Communication
by Michael Zelenko, contributing writer
The following case studies, selected from past Gold Quill Award winners, demonstrate excellence in this month’s topic.
Note: All case studies are in PDF format.
Healthy Pfizer Puerto Rico
Pfizer with Mercer Human Resource Consulting
To cope with rising health care costs and help achieve better health practices, Mercer Human Resource Consulting worked with Pfizer to develop a comprehensive health and wellness program for Pfizer Puerto Rico employees. Challenged with expanding the successful U.S. program, Pfizer and Mercer addressed cultural differences in order to formulate a relevant and exciting program that reflected the needs and identities of its new participants. By conducting focus groups, interviews and research, Pfizer was able to adjust the format and content of its message and launch a program that exceeded expectations.
The “Move It, or Lose It” Campaign
Weber Shandwick Healthcare
A global campaign was developed for the International Osteoporosis Fund (IOF) to raise awareness, secure the support of policymakers and health care professionals, and raise the charity’s profile in order to generate partnerships and corporate funding. The campaign included meetings with policymakers, special events for international and regional media, web site promotion, celebrity endorsements, and leveraging the national societies of the IOF. The multinational orchestration was described as “a huge success” by the IOF’s chief executive. The effort ultimately reached over 807 million consumers.
Reducing Accidents and Saving Lives at BP
BP Lubricants and The JMH Consultancy
To reduce driving-related accidents within BP’s lubricants division, a global employee communication program was developed. The program focused on encouraging employees to adopt the elements of a new, companywide driving safety standard. BP was challenged with providing clear, relevant information to 10,000 lubricant employees, of which 2,500 were professional drivers, in 17 different local languages. The ability to communicate across borders, combined with ongoing follow-up messaging, contributed to the program’s success and a significant reduction in fatality and accident rates.
Awards were presented to the winners of the 2007 Gold Quill Awards at IABC’s International Conference, 24-27 June in New Orleans, Louisiana. View the 2007 winners.
The collection of all case studies from the 2007 Gold Quill Awards program, titled Best Practices in Communication Planning and Implementation 2007, is available for purchase. This softcover book features more than 70 case studies of the best and most innovative organizations in communication right now. Order your book online.
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