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Almirall
案例简介：结果 这一行动导致公司员工理解他们日常任务的重要性。他们明白遭受皮肤病意味着什么，这有助于他们更加投入工作。我们改变了他们的看法，即他们的工作对患有疾病的人不重要。该公司已经看到了开发新药来帮助这些患者的参与和承诺程度的增加，因为整个公司都站在他们的立场上。这一行动取得了巨大成功，对该公司全球 95% 以上的员工产生了积极影响。他们都意识到皮肤病患者面临的日常问题，并帮助我们在制药行业传播公司的信息, 导致皮肤病患者和社会普遍认为 Almirall 是一家关心他们的公司。 概要 2016年初，在 15 个国家设有办事处的制药公司 Almirall 实施了战略变革，朝着皮肤病学的方向发展。在此之前，它一直专注于开发用于呼吸和消化系统的药物。问题是: 随着皮肤科的这种新的制药方向，员工觉得他们的工作对社会不再重要。出于这个原因，Almirall 需要一个内部沟通行动，向每个人展示他们工作的重要性，这将提高皮肤病患者和整个社会的意识。让所有 Almirall 的员工觉得他们的工作对所有患有皮肤病的病人来说是必不可少的。向所有患有皮肤病的人展示一家大型制药公司了解他们并关心他们。 活动描述 为了提高 Almirall 员工对他们新皮肤病学工作的认识，有一天，我们帮助他们同情患有皮肤病的人，感受他们每天的感受。为了做到这一点，我们真的把员工变成了皮肤病患者。在化妆工作室和电影特效的帮助下，我们对相关个人隐瞒了结果，改变了阿尔米尔尔的五名员工 (其中包括首席执行官) 所以他们似乎有五种不同的严重皮肤病。然后我们把他们带到街上，捕捉他们经过的人的反应。这种经历使他们能够亲身感受遭受皮肤病意味着什么，并体验随之而来的社会耻辱 -- 因为了解患者是帮助他们的第一步。 战略 当你患有皮肤病时，你不仅会遭受这种假设的疾病和疼痛。病人必须每天面对其他人的样子，让他们感到与众不同和污名化。许多患者告诉我们，他们觉得有义务隐藏自己，无法过上正常的生活，因为他们觉得自己是每个人目光的中心，无论他们走到哪里。这导致他们的心理疼痛和身体疼痛一样多，如果不是更多的话，这就是为什么患者经常需要心理治疗。因此，我们选择了五名关键员工 -- 每个部门的优秀员工。我们决定使用 5 种药物，因为 Almirall 开发了对抗 5 种主要皮肤病的药物: 严重痤疮、牛皮癣、酒渣鼻、光化性角化病和特应性皮炎。然后我们安排这些员工中的每一个人都站在真正的患者的立场上，记录他们的经历和反应。 相关性 这一内部沟通行动成功地让遍布 15 个国家的所有 Almirall 员工,了解公司向皮肤病学方向的变化。我们的目标是让员工参与进来，这样他们就可以向其他同事解释他们工作的重要性。这是一种创新行动，与制药部门习惯于经历的非常不同。此外，我们设法将我们的信息传递到制药行业本身之外，传达到皮肤病患者和整个社会。 执行 首先，我们与专家合作，重现公司五名员工将遭受的疾病。为了确保化妆是现实的，我们与著名的工作室 DDT FX 合作，这是奥斯卡最佳化妆奖 “潘的迷宫”。我们分别处理员工，这样他们的表情就不会相互透露结果。一旦他们的化妆完成，我们就带他们去市中心，这样他们就可以体验到当他们做一些简单的事情，比如走在街上或者买面包时的感受。在一组中，他们发现了他们患有什么皮肤病。我们记录了他们的反应和思考，这样他们就可以告诉其他劳动力患有皮肤病意味着什么, 帮助他们看到日常工作的重要性 -- 因为帮助人们的第一步是理解他们。
Almirall
案例简介：Outcome This action led to the company’s staff understanding the importance of their daily tasks. They understood what it means to suffer a skin disease, and it helped them to become even more engaged in their jobs. We changed their perception that their work was not important for people suffering from disease. The company has seen an increase in the degree of engagement and commitment to developing new drugs to help these sufferers, because the entire company has walked in their shoes. The action was a huge success with a positive impact on more than 95% of the company’s staff all over the world. All of them became aware of the daily problems faced by sufferers of skin diseases and they helped us to spread the company’s message throughout the pharmaceutical sector, leading to sufferers of skin disease and society in general perceiving Almirall as a company that cares about them. Synopsis At the beginning of 2016, Almirall, a pharmaceutical company with offices in 15 countries, implemented a strategic change, moving in the direction of dermatology. Until then it had focused exclusively on developing drugs for the respiratory and digestive systems. The problem: with this new pharmaceutical direction towards dermatology, employees felt that their work was no longer as important for society. For this reason Almirall needed an internal communication action that would show everyone the importance of their work, and that would generate awareness in sufferers of skin disease and society in general. Make all Almirall’s employees feel that their work is essential for all those patients who suffer from skin diseases. Show all those who are suffering from a skin disease that a large pharmaceutical company understands them and cares about them. Campaign Description In order to raise awareness in Almirall’s staff about their new dermatological work, for one day we helped them empathise with people who suffer from skin disease, feeling what they feel everyday. To do this we literally turned the employees into sufferers of skin disease.With the help of a makeup studio and cinema special effects, and hiding the results from the individuals concerned, we transformed five of Almirall’s employees (among them the CEO) so they appeared to have five different severe skin diseases. And then we took them out onto the street to capture the reactions of the people they passed.This experience enabled them to feel, first hand, what it means to suffer a skin disease, and to experience the social stigma attached to it – because understanding sufferers is the first step towards helping them. Strategy When you suffer from a skin disease, you don’t only suffer from the illness and pain that this supposes. Patients have to face the looks of other people everyday, making them feel set apart and stigmatized. Many sufferers told us that they feel obliged to hide themselves away and cannot live a normal life, because they feel they are the centre of everyone’s gaze, wherever they go. This causes them as much psychological pain as physical pain, if not more, which is why so often sufferers also need psychological treatment. We therefore chose five key employees – an outstanding employee from each department. We decided to use five because Almirall develops drugs to combat 5 main skin diseases: Severe Acne, Psoriasis, Rosacea, Actinic Keratosis and Atopic Dermatitis.Then we arranged for each of these employees to put themselves in the shoes of a real sufferer, recording their experience and reactions. Relevancy This internal communication action managed to get all Almirall’s workers, spread over 15 countries, to understand the company’s change in direction towards dermatology.Our goal was to engage employees so that they would explain to the rest of their colleagues the importance of their work.This was an innovative action that was very different from what the pharmaceutical sector is used to experiencing. Furthermore, we managed to get our message across beyond the pharmaceutical sector itself, reaching sufferers of skin disease and society in general. Execution First we worked with specialists to recreate the illnesses that the company’s five employees would suffer. To ensure that the makeup was realistic we collaborated with the prestigious studio DDT FX, Oscar winners for Best Makeup for “Pan’s Labyrinth”. We worked on the employees separately so their expressions wouldn’t reveal the results to each other. Once their makeup was finished, we took them to the city centre so they could experience what a sufferer feels when they do something as simple as walking down the street or buying bread. On a set, they discovered what skin disease they were suffering from. We recorded their reactions and reflections so they could tell the rest of the workforce what it means to suffer from a skin disease, helping them to see the importance of their daily work – because the first step in helping people is understanding them.
Almirall
案例简介：结果 这一行动导致公司员工理解他们日常任务的重要性。他们明白遭受皮肤病意味着什么，这有助于他们更加投入工作。我们改变了他们的看法，即他们的工作对患有疾病的人不重要。该公司已经看到了开发新药来帮助这些患者的参与和承诺程度的增加，因为整个公司都站在他们的立场上。这一行动取得了巨大成功，对该公司全球 95% 以上的员工产生了积极影响。他们都意识到皮肤病患者面临的日常问题，并帮助我们在制药行业传播公司的信息, 导致皮肤病患者和社会普遍认为 Almirall 是一家关心他们的公司。 概要 2016年初，在 15 个国家设有办事处的制药公司 Almirall 实施了战略变革，朝着皮肤病学的方向发展。在此之前，它一直专注于开发用于呼吸和消化系统的药物。问题是: 随着皮肤科的这种新的制药方向，员工觉得他们的工作对社会不再重要。出于这个原因，Almirall 需要一个内部沟通行动，向每个人展示他们工作的重要性，这将提高皮肤病患者和整个社会的意识。让所有 Almirall 的员工觉得他们的工作对所有患有皮肤病的病人来说是必不可少的。向所有患有皮肤病的人展示一家大型制药公司了解他们并关心他们。 活动描述 为了提高 Almirall 员工对他们新皮肤病学工作的认识，有一天，我们帮助他们同情患有皮肤病的人，感受他们每天的感受。为了做到这一点，我们真的把员工变成了皮肤病患者。在化妆工作室和电影特效的帮助下，我们对相关个人隐瞒了结果，改变了阿尔米尔尔的五名员工 (其中包括首席执行官) 所以他们似乎有五种不同的严重皮肤病。然后我们把他们带到街上，捕捉他们经过的人的反应。这种经历使他们能够亲身感受遭受皮肤病意味着什么，并体验随之而来的社会耻辱 -- 因为了解患者是帮助他们的第一步。 战略 当你患有皮肤病时，你不仅会遭受这种假设的疾病和疼痛。病人必须每天面对其他人的样子，让他们感到与众不同和污名化。许多患者告诉我们，他们觉得有义务隐藏自己，无法过上正常的生活，因为他们觉得自己是每个人目光的中心，无论他们走到哪里。这导致他们的心理疼痛和身体疼痛一样多，如果不是更多的话，这就是为什么患者经常需要心理治疗。因此，我们选择了五名关键员工 -- 每个部门的优秀员工。我们决定使用 5 种药物，因为 Almirall 开发了对抗 5 种主要皮肤病的药物: 严重痤疮、牛皮癣、酒渣鼻、光化性角化病和特应性皮炎。然后我们安排这些员工中的每一个人都站在真正的患者的立场上，记录他们的经历和反应。 相关性 这一内部沟通行动成功地让遍布 15 个国家的所有 Almirall 员工,了解公司向皮肤病学方向的变化。我们的目标是让员工参与进来，这样他们就可以向其他同事解释他们工作的重要性。这是一种创新行动，与制药部门习惯于经历的非常不同。此外，我们设法将我们的信息传递到制药行业本身之外，传达到皮肤病患者和整个社会。 执行 首先，我们与专家合作，重现公司五名员工将遭受的疾病。为了确保化妆是现实的，我们与著名的工作室 DDT FX 合作，这是奥斯卡最佳化妆奖 “潘的迷宫”。我们分别处理员工，这样他们的表情就不会相互透露结果。一旦他们的化妆完成，我们就带他们去市中心，这样他们就可以体验到当他们做一些简单的事情，比如走在街上或者买面包时的感受。在一组中，他们发现了他们患有什么皮肤病。我们记录了他们的反应和思考，这样他们就可以告诉其他劳动力患有皮肤病意味着什么, 帮助他们看到日常工作的重要性 -- 因为帮助人们的第一步是理解他们。
Almirall
案例简介：Outcome This action led to the company’s staff understanding the importance of their daily tasks. They understood what it means to suffer a skin disease, and it helped them to become even more engaged in their jobs. We changed their perception that their work was not important for people suffering from disease. The company has seen an increase in the degree of engagement and commitment to developing new drugs to help these sufferers, because the entire company has walked in their shoes. The action was a huge success with a positive impact on more than 95% of the company’s staff all over the world. All of them became aware of the daily problems faced by sufferers of skin diseases and they helped us to spread the company’s message throughout the pharmaceutical sector, leading to sufferers of skin disease and society in general perceiving Almirall as a company that cares about them. Synopsis At the beginning of 2016, Almirall, a pharmaceutical company with offices in 15 countries, implemented a strategic change, moving in the direction of dermatology. Until then it had focused exclusively on developing drugs for the respiratory and digestive systems. The problem: with this new pharmaceutical direction towards dermatology, employees felt that their work was no longer as important for society. For this reason Almirall needed an internal communication action that would show everyone the importance of their work, and that would generate awareness in sufferers of skin disease and society in general. Make all Almirall’s employees feel that their work is essential for all those patients who suffer from skin diseases. Show all those who are suffering from a skin disease that a large pharmaceutical company understands them and cares about them. Campaign Description In order to raise awareness in Almirall’s staff about their new dermatological work, for one day we helped them empathise with people who suffer from skin disease, feeling what they feel everyday. To do this we literally turned the employees into sufferers of skin disease.With the help of a makeup studio and cinema special effects, and hiding the results from the individuals concerned, we transformed five of Almirall’s employees (among them the CEO) so they appeared to have five different severe skin diseases. And then we took them out onto the street to capture the reactions of the people they passed.This experience enabled them to feel, first hand, what it means to suffer a skin disease, and to experience the social stigma attached to it – because understanding sufferers is the first step towards helping them. Strategy When you suffer from a skin disease, you don’t only suffer from the illness and pain that this supposes. Patients have to face the looks of other people everyday, making them feel set apart and stigmatized. Many sufferers told us that they feel obliged to hide themselves away and cannot live a normal life, because they feel they are the centre of everyone’s gaze, wherever they go. This causes them as much psychological pain as physical pain, if not more, which is why so often sufferers also need psychological treatment. We therefore chose five key employees – an outstanding employee from each department. We decided to use five because Almirall develops drugs to combat 5 main skin diseases: Severe Acne, Psoriasis, Rosacea, Actinic Keratosis and Atopic Dermatitis.Then we arranged for each of these employees to put themselves in the shoes of a real sufferer, recording their experience and reactions. Relevancy This internal communication action managed to get all Almirall’s workers, spread over 15 countries, to understand the company’s change in direction towards dermatology.Our goal was to engage employees so that they would explain to the rest of their colleagues the importance of their work.This was an innovative action that was very different from what the pharmaceutical sector is used to experiencing. Furthermore, we managed to get our message across beyond the pharmaceutical sector itself, reaching sufferers of skin disease and society in general. Execution First we worked with specialists to recreate the illnesses that the company’s five employees would suffer. To ensure that the makeup was realistic we collaborated with the prestigious studio DDT FX, Oscar winners for Best Makeup for “Pan’s Labyrinth”. We worked on the employees separately so their expressions wouldn’t reveal the results to each other. Once their makeup was finished, we took them to the city centre so they could experience what a sufferer feels when they do something as simple as walking down the street or buying bread. On a set, they discovered what skin disease they were suffering from. We recorded their reactions and reflections so they could tell the rest of the workforce what it means to suffer from a skin disease, helping them to see the importance of their daily work – because the first step in helping people is understanding them.
Almirall
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Almirall
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