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Initiative

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

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

AstraZeneca

At AstraZeneca, to respond effectively to a changing world and increased disease burden, we continuously invest in one of the most powerful and efficient production lines in the pharmaceutical industry. We work hard to deliver life-changing medicines and treatments to patients around the world.

We continue to push the boundaries of science to deliver innovative medicines and therapies that prevent, treat and cure some of the world's most important health challenges, including cancer, diabetes, heart, kidney and respiratory diseases. At AstraZeneca, innovation is a concept intertwined with growth. It is the driving force behind our vision to improve the lives of thousands of people by bringing them innovative treatments. At the same time, we ensure that these medicines reach the patients who need them, in a way that benefits society and our planet.

 

Greece - AstraZeneca



Objective Action

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.

 

Target Audience

  • Internal: all employees.
  • External: healthcare professionals, medical community, business community, general public.
 

Duration

2022–2023, peak in 2023.


Description

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.

more...

Impact on Society

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.


Initiative Location

Greece – nationwide communication (online & offline).


Working with Organization

Collaboration with communication agencies for campaign design and implementation.


Workers Participation

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


Videos

Benefits for Οrganization

  • Strengthened reputation as a responsible employer.
  • Increased engagement with employees and HCPs.
  • Strategic use of sustainability communication as a sector benchmark.



Connection with Global Goals







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