Life Changers
CHALLENGE
GSK has a powerful and fast-moving pipeline of new medicines, and an ambition to share that momentum across its entire global organisation. But with teams spread across offices, laboratories, manufacturing sites, the field, and remote environments, creating a sense of connection to that progress was a significant challenge.
Innovation in specialty medicines and vaccines was advancing rapidly, representing meaningful breakthroughs for patients. Yet the complexity of the science, combined with employees’ distance from the R&D journey, risked limiting understanding, engagement, and pride.
The opportunity was clear: make innovation more accessible, celebrate the people behind it, and help every employee feel connected to the impact recognising their role in bringing transformational treatments to patients, and seeing themselves as true Life Changers.
Life Changers, Matt's Story
SOLUTION
We created the ‘Life Changers’ surround sound campaign and global internal initiative designed to educate, engage, and unite employees around GSK’s innovation story, meeting people where they are across roles, geographies, and working environments.
The strength of the campaign lay in its diversity of content.
Films were widely accessible, emotionally driven and created a direct connection to individuals at GSK with personal links to the conditions the medicines and vaccines aim to treat. Alongside these, an inspiring podcast series was developed for “deep divers” — those wanting to better understand medical need and the journey of drug development. A full suite of branded, adaptable assets enabled teams around the world to tailor content for local relevance.
The content was carefully balanced, accessible for non-scientists, yet rich and valuable for those across R&D and Medical. Podcast episodes featured senior leaders and combined scientific insight with human storytelling, bringing the innovation journey to life in a compelling and relatable way.
To ensure global reach and consistency, we developed a comprehensive content toolkit to maintain strong branding and central narrative. This was supported by workshops with local communicators across territories, ensuring storytelling was inclusive and activated both top-down and bottom-up.
Key elements included:
Cinematic films driving engagement internally and externally (including LinkedIn)
Podcast series with senior leadership
Campaign Toolkit and playbook with customisable digital assets for global rollout
Workshops for local communications leaders, enabling alignment and grassroots activation
Events and activations amplifying user-generated content to increase inclusion, participation, and cut-through
IMPACT
The Life Changers campaign successfully built confidence, connection, and community across GSK’s global workforce.
The campaign delivered sustained engagement, with content consistently attracting high views and strong positive reactions.
+94% increase in average views
+115% increase in interactions
By making complex innovation accessible and human, the campaign helped employees better understand GSK’s pipeline, feel closer to its purpose, and recognise their role in delivering life-changing impact.