To govern all aspects of its operations, Bristol Myers Squibb had implemented a Quality Management System, of which quality is a key component. The Culture of Excellence (CoEx), an internal initiative designed to drive cultural change across the enterprise, sought to instill a mindset of quality in all employees. This was achieved through combining testimonials and personifying the five core CoEx behaviors.

The campaign, launched in July of 2022 and running weekly, features a teaser disseminated across internal social media channels, leading to a payoff on the company’s SharePoint site. To date, over 20,000 employees have engaged with the campaign.