How an internal communication campaign mobilized employees during the pandemic
CONTEXT
BD (Becton, Dickinson and Company) is a global medical technology company that develops and markets essential supplies, reagents, equipment, and devices for laboratories, hospitals, and diagnostic centers.
In an industry where precision, agility, and trust save lives, employee engagement is a critical factor – both for operational efficiency and for building a strong employer brand, recognized in rankings such as GPTW – Great Place to Work.
It was within this context that Sabiá acted as a strategic partner for BD in internal communication initiatives, supporting teams in Brazil and Latin America.
CHALLENGE
Maintaining engagement and pride in belonging in an unprecedented scenario
Starting in the early months of 2020, with the global advancement of the Covid-19 pandemic, BD began operating under extreme levels of pressure, uncertainty, and rapidly changing routines.
In addition to Business as Usual (BAU), the company quickly established a crisis committee to coordinate support actions for the teams and ensure clear, agile, and responsible communication.
The central challenge was evident:
How to maintain engagement and pride in belonging during a time of emotional overload, increased remote work, and the direct impact of operations on the global health crisis?
This challenge was even more sensitive because the BD work had a direct impact on supporting hospitals and diagnostic centers during one of the most critical periods in recent history.
SOLUTION
“My Work Saves Lives” Campaign”
Sabiá structured an internal communications campaign in record time, based on a simple, direct, and emotionally powerful concept:
The work of every BD associate saves lives.
The solution connected pride in belonging to BD with the company's essential role in tackling the pandemic, reinforcing that regardless of role or work location, everyone was part of the same mission.
Messages that connect different realities
Phrases in Portuguese and Spanish were developed, designed for employees of:
- factories
- distribution centers
- Administrative offices
- remote teams
The messages were made available in editable PowerPoint files, facilitating the creation of individual or group photos and videos produced by the employees themselves—both in digital environments and in printed versions.
The concept was also developed in different digital formats:
- Screens for stories (WhatsApp, Facebook, and LinkedIn)
- Stickers for WhatsApp
- LinkedIn Personal Profile Banners
Dissemination
From internal engagement to spontaneous mobilization
Employees received clear instructions via email on the use of materials, always respecting BD's information security and intellectual property protection guidelines.
With the resources in hand—and motivated by pride in contributing to global health—the associates began spontaneously sharing their messages on social media.
Within a few days, images and stories spread across major platforms, driven by the hashtags ##EuBDOrgulho and ##MiOrgulloBD.
Tools Used
- Strategic alignment presentations with regional teams
- Emails and orientation posters
- Intranet News
- Editable PowerPoints with key phrases
- Story templates
- WhatsApp Stickers
- LinkedIn Banners
RESULTS
- Hundreds of organic posts in less than 3 days
- More than 20% in regional audience engagement in the short term
- Active participation of employees from factories, offices, and leadership
- Spontaneous amplification of the BD institutional message on social media
Qualitative Impact
More than numbers, the campaign:
- Reinforced internal recognition
- Gave prominence to collaborators
- Transformed internal communication into real connection, at a critical moment for people, operations, and society.
