Our Behaviors by Boehringer Ingelheim and Havas

Boehringer Ingelheim is the largest private pharmaceutical company worldwide. In 2024, the company defined a new long-term strategy. With this came the development of five focused behaviors that all 53,500 colleagues in 130 markets needed to adopt in their day-to-day.

Launching and embedding ‘Our Behaviors’ required an integrated change and communications approach. Three Havas agencies with complementary core competencies – Havas SO, H/Advisors Maitland and Gate One – came together to bring their strongest capabilities to the challenge, working seamlessly across change management, strategy communications as well as employee engagement and creative internal campaigning. Together, we designed a tailored suite of top-down engagement, as well as strategic and creative communications tactics to roll out and embed Our Behaviors into the business. This involved multi-media comms assets and resources, and a menu of activation formats which was rolled out through a collaborative process with local change leads. We created and distributed tailored comms and creative assets to all employees via global events and targeted internal channels. The activation sessions achieved an 87% satisfaction score from participants. As of November 2024, 92% of survey respondents said they understood Our Behaviors and how they supported Boehringer Ingelheim’s strategic goals. 85% believed that Our Behaviors would help them achieve their goals. And 84% were clear on their individual contribution to Boehringer Ingelheim’s strategy and how they could bring Our Behaviors to life in their day-to-day. The senior executive project sponsor described the campaign as “the best launch and project rollout we’ve seen in years”.