Section ENVIRONMENT
TOPIC

AstraZeneca
AstraZeneca’s Awareness Campaign on Full Transition to E-Mobility

Enhance corporate reputation as a sustainability pioneer, communicate the transition to e-mobility to internal and external audiences, and raise awareness among society and healthcare professionals.
  • Internal: all employees.
  • External: healthcare professionals, medical community, business community, general public.

2022–2023, peak in 2023.

In line with its Ambition Zero Carbon strategy, AstraZeneca Greece transitioned its fleet to 100% electric vehicles. The initiative was supported by a comprehensive 360° communication campaign including:

  • Microsite: https://myastrazeneca.gr/campaigns/astrazenecagoeselectric/
  • Digital & Social Media: YouTube video campaign, Google Display Network, LinkedIn (targeted posts/ads), Workplace posts, newsletters.
  • Media: advertorials and interviews in health and business outlets.
  • Internal Comms: office screen videos, awareness events, Workplace posts. Campaign message: “AstraZeneca Greece moves 100% with electric vehicles” – aligned with Ambition Zero Carbon.

Collaboration with communication agencies for campaign design and implementation.

Employees actively engaged in internal communications and served as ambassadors through social media posts.

Greece – nationwide communication (online & offline).

The campaign achieved and surpassed its targets:

  • 1.3M YouTube views (+23% vs target).
  • 33,500 GDN clicks (+92% vs target).
  • 6.3M total impressions.
  • 3,200 microsite visits.
  • B2B engagement: 3.96M professionals.
  • MCRM to HCPs with 46.51% response rate.
  • Strengthened reputation as a responsible employer.
  • Increased engagement with employees and HCPs.
  • Strategic use of sustainability communication as a sector benchmark.