"The work we have achieved with ST16 has played an important role in improving our internal communications around this initiative. The video supporting the recent employee survey played a significant part in achieving the 90% response rate"
Hannah West, Group Communications Manager, Celltech Group

The objective of the Celltech survey was to understand employees' views and feelings about the company following an intense period of change. The communications strategy was to demonstrate management commitment to responding to the survey via positive, tangible activity. The video featured middle management and opinion-formers relaying their past experiences, and conveying their belief that change would bring positive results. It also included individual employees expressing their feelings and concerns about the survey, such as confidentiality, and examples of how the company was addressing these concerns.

The video was communicated along with discussions and presentations to both office and field-based employees, and helped to achieve a high survey completion rate of 90%, exceeding expectations.