In 2013, GSK and Save the Children formed an ambitious long-term global partnership combining their expertise, resources and influence to help save the lives of one million children. A key objective of the partnership is to inspire and engage GSK’s 100,000 employees, with the ambition of encouraging them to raise £1 million a year for Save the Children’s work, which will be matched by GSK.
The partnership was launched internally with a global address from Sir Andrew Witty, CEO of GSK, and Justin Forsyth, CEO of Save the Children UK supported by a series of briefings, toolkits and local ambassador programmes to kickstart engagement and enable staff to get involved.
SAS has partnered with the Global Brand Team at GSK to create a strong, visual employee engagement brand –Orange United – to help bring this ground breaking partnership to life and encourage employees to get involved and reach the target of raising £1 million each year.
Working within highly secure internal infrastructures, we have created a central microsite for Orange United, which houses partnership updates and news, fundraising stories and advice on participation from across the world.
Global campaign toolkits, consisting of adaptable templates for regional on-site collateral, have been created for key events during the calendar year; Orange United Week (a week dedicated to global fundraising activities), Christmas and New Year.
One year on, we are now looking at how we build on the success of the campaign in 2013. We have the infrastructure and tools in place and can now focus on creating new ideas for engagement and participation, and to use some of the inspirational stories from the last few months to start creating compelling content.
So far, the results have been impressive, with 1 in 3 employees aware of the partnership, 30 markets participating and 98% of GSK colleagues surveyed saying the partnership with Save the Children makes them feel proud to work for GSK.