Gold Quill Case Study: Letter to My Mother — Turning Awareness Into Action Through Shared Experience

Editor’s note: This article is part of the Gold Quill spotlight series, highlighting award-winning communication projects recognized for strategic excellence and measurable impact.

Letter to My Mother Kickoff EventKim Powell, Rachel Murray, Lauren Mueller, Christina Evon, Terri Beuhler, Jenny Cotton, Cindy Nicholson, Heather Kestly, Kris Flanagan, and Krystin Hayward
Category 23: Special and Experiential Events | Award of Excellence      

 Medtronic, a global leader in healthcare technology with more than 95,000 employees across 150 countries, is driven by a mission to alleviate pain, restore health, and extend life. Its work touches more than 70 health conditions, including cardiovascular disease, an area where the need for awareness remains urgent.

Heart disease is the No. 1 cause of death among women, yet awareness remains disproportionately low, not only among the general public, but even within Medtronic’s own workforce. Recognizing this gap, two business units launched the Letter to My Mother campaign to raise awareness externally. Internally, they saw an opportunity to deepen impact by engaging employees directly.

The solution: a purpose-driven, experiential kick-off event designed to educate, inspire advocacy, and strengthen alignment with Medtronic’s leadership in cardiovascular care.

Designing an Experience That Connects

The event brought together Medtronic employees and the important women in their lives —mothers, daughters, sisters, and caregivers — in a “take your mom to work day” style experience held just before Mother’s Day in the U.S.

This dual-audience approach was intentional. Employees, many of whom fall within at-risk demographics or serve as caregivers, value purpose, scientific credibility, and connection to the company mission. Inviting their loved ones created an environment where clinical knowledge and personal relevance could intersect.

The program combined:

• Expert-led panel discussions featuring clinical leaders and advocacy voices.
• Interactive learning through screenings, lab tours, and health-resource stations.
• Personal storytelling from leaders and peers.

Together, these elements created an experiential learning environment that moved beyond awareness to reflection and action.

Grounding Strategy in Insight

Audience insights played a central role in shaping the experience. Research showed that employees respond strongly to authentic, personal stories, particularly when connected to real-world impact.

The event blended clinical expertise with emotional storytelling, reinforcing key messages throughout:

• Women’s heart health is at a tipping point and remains underdiagnosed and undertreated.
• A single conversation can save a life.
• Medtronic is advancing personalized, evidence-based solutions for women’s health.

Every element, from speaker selection to interactive stations, was designed to ensure attendees left informed and motivated to act.

Delivering Impact Through Engagement

The event achieved strong results across awareness, engagement, and organizational alignment:

• Nearly 500 employees and guests attended, in person and virtually.
• 100% satisfaction rate was reported in post-event surveys.
• 97% of attendees said the event changed how they think about heart health.

Importantly, the impact extended beyond the event itself. Many participants pursued health screenings and reported initiating meaningful conversations with loved ones, demonstrating real-world behavioral change.

Reinforcing Purpose Through Experience

The success of the Letter to My Mother kick-off event highlights the power of experiential communication to bring organizational purpose to life. By connecting scientific expertise with personal storytelling and shared experience, Medtronic created an initiative that resonated deeply with its audience.

The result was more than an internal event. It was a catalyst for awareness, advocacy, and alignment, reinforcing Medtronic’s mission and inspiring employees to carry that mission into their communities.