The document outlines a proposed internal communication campaign for a new hospital called Al Raffah Hospital in Dubai. It discusses the need to introduce the new employees to the culture at Dr. Moopen's Group, which owns the hospital. The proposed campaign would help communicate the culture of Al Raffah to the employees. It is inspired by the movie Munna Bhai MBBS and aims to change employee attitudes and the culture of work itself by encouraging positive thinking. A variety of activities are suggested such as yoga sessions, stress busters, and health checkups to engage employees and spread awareness of health and wellness.

1. Internal Communication for
Corporates
Loreto B.
Senior Copywriter

2. Intel

3. The background
• The Intel HR team was faced with the challenge
of getting the new Intel employees accustomed
to the culture at Intel
• They wanted to organize an Intel Culture League
(ICL) – an intra-Intel competition where the
employees would be divided into teams and
would compete for a grand prize
• They needed help organizing the ICL not just in
terms of creatives, but also in planning and
panning out of the competitions

4. The 6 key values
• Quality
• Risk taking
• Great place to work
• Discipline
• Customer orientation
• Results orientation

5. To keep in mind
• Messaging consistency with Intel brand
• Reaching deep and motivating the individual
• Innovating with the medium to beat the clutter
• Maintaining empathy, credibility and consistency
• Measuring the impact and response regularly

6. Innovative activity –
on cleanliness
• Have one cubicle
completely plastered
with post-it notes with
a message:
• “The revenge of the
cleanliness fairy!
• “This is what happens
to people who do not
pick up after
themselves.”

7. Innovative activity –
on courtesy
Attack of the dumb
blonde
• A theatre artist moves
around the premises
• Pretends to be obnoxious
and loud, makes loud
phone calls, is not
courteous.
• On her back, a pasted
message says, “Not your
role model.”
• This would drive home the
fact that one must maintain
the decorum of the office.

8. Innovative activity –
on fun at work
Trike Strike!
• Have a trike (like an
ice-cream vending
vehicle) with the
desired message on
it, instead of the
ice-cream box.
• To be driven
around by anyone,
to make the
message fun and
memorable.

9. Innovative activity –
on teamwork
Juke Boxer
• A juke box to be
placed at the
cafeteria or any
other popular place
• The message:
“What kind of
music do you make
with your team?”

10. Innovative activity –
on attention to detail
• A life-size ‘Spot 12
differences’ poster on the
wall in the bay. Let individuals
spot differences and win
prizes. Drive the message
home subtly!

11. The creatives…

12. Teasers

13. • These were adapted to various innovative
media like wobblers, tent cards, electronic
direct mailers, online banners etc. to catch the
attention of the employees and get them
intrigued about something big which was soon
coming their way…

21. • Once the ICL was launched, the other
collaterals were introduced to the employees
with more information on the ICL
• Since this was more of a team-based activity,
the Culture Captains, as the team leads were
called, were briefed and they, in turn, briefed
their own teams on the various activities/
competitions.

28. Accenture

29. • Every year, Accenture encourages its
employees to refer their friends/ ex-
colleagues to Accenture
• Their ERP program is called Talent Scout, and
each year, they look for new concepts to
ensure that the employees do not lose
interest in the program

30. • The concept that we presented was “Magic”
• The basic message being, “to create some
magic at work, refer a friend.”

31. Teasers

34. Launch EDMs

37. Another ERP Campaign

53. Corporate Citizenship
• Accenture was looking for a campaign to
promote their corporate citizenship program
• This was nothing but a call to all the
employees to give up just Rs. 5 per day for
charity
• The following campaign was conceived and
presented to the client…

63. Bharati AXA

64. • Being a financial company, Bharti AXA is
rather strict about their company values
• To get this message across to the employees,
they needed help with a poster which while
conveying the message, would not get lost
among the various other posters which the
employees are exposed to every day
• We presented two options.

67. • In another brief, they wanted us to
communicate to the employees at Bharati
AXA about a new product that was being
launched – e-Motor, an online motor
insurance where the policy documents could
be downloaded online instantly
• We suggested the following EDMs (teaser and
launch)

70. • Bharati AXA also wanted to inform their
employees internally about the new Health
products, SmartHealth, which were getting
launched in the market
• They wanted them to get excited about it and
talk about it to their family and friends even
outside of work
• We made the following presentation…

71. Current scenario
•Bharti AXA has successfully launched their
Motor and other insurances
•People know about them. They are talking about
them

72. However…
•Their Health Products are new in the market
•They have just attained permission from the IRDA for a
formal launch.
•People still do not know about these health related
products

73. So…..
•There needs to be some kind of a buzz in the air before
the launch actually happens
•There needs to be curiosity and anticipation, and an
engagement and an urgent need to actually know about
these products and spread the news about their arrival!

74. Hence
•We are running a campaign internally for the employees
to engage their attention and to generate interest in the
products
•Which aims at providing health tips through the week,
thus spreading awareness about the benefits of leading a
healthy life

75. The main objective of our campaign is
•To create awareness about Bharti AXA’s Health Insurance
policies internally
•To create excitement about the launch of these products

76. The Communication Elements
•EDMs – with a health tip for the day to go out
daily
•Posters – to reinforce the campaign

77. Now lets look at this current scenario
“Another poster on the wall?
“I get a thousand EDMs everyday Maybe they are just launching
and this is just another one of another new product.”
them? Why don’t I just delete it
and get on with my work!”

78. Your employees are
bombarded with a hundred
EDMs and posters everyday.
•They do not generate much interest
•Most of them end up either in their spam folders or
deleted folders
•Most of the posters go unread if not unnoticed

79. Only EDMs and posters alone will not catch
their attention and retain it too.
•There needs to be something extra.
•An added zing which creates a BUZZ!

80. The Great Bard has said, “What’s in a name…”
We say, everything’s in a name!
A catchy name gets attention, builds expectations and
generates interest.

81. We suggest to you the following names for
your week long internal campaign
Swasthya
Swastika
The SmartHealth Week

82. Suggested activities for a memorable week!

83. First aid boxes
We propose placing a first
aid box at the desk of every
employee at the beginning of
the activity week. This box
would be branded with the
SmarHealth Insurance policy
logo and would also contain
a leaflet containing
instructions on first aid on
one side and general
awareness about the
SmartHealth Products on the
other side.

84. Yoga sessions
The benefits of yoga are
known to all. And what
better way to drive home
the message of healthy
living than by giving out
instructions on some basic
yoga asanas!

85. Laughter club
Laughter, as we all know, is
the best medicine. Let the
smile spread and along with
it, the awareness of your
product!

86. BMI calculator
Nothing works better than a
BMI calculator to tell you
how healthy or unhealthy
you are. A perfect reminder
of the importance of staying
healthy and fit.

87. Anything free is always welcome!
•Free consultation with
the friendly nutritionist
•Free health check-ups

88. Stress busters
Because stress is your health’s
Enemy No. 1

89. Tent-cards/ wobblers/ ready reckoners/
pocket cards
That talk about:
•Correct postures
•Tips about exercises that’ll improve a sore back
•Different easy but helpful yogasanas which can be practiced
from time to time even at work
•Simple home remedies for coughs and colds
•Tips to relieve stress

90. Special Health Aid boxes placed at strategic points in
the facility which would contain leaflets/ brochures containing
general gyaan on health and also general awareness about the
different SmartHealth Policies.
Along with the brochures/ leaflets, the box could also contain
general health aid articles like band-aids, cotton, oinments,
crepe bandages etc. all branded with the SmartHealth Insurance
policy logos.

91. An Apple a Day Keeps the Doctor Away!
An apple on the desk of every employee on the final day with a
note which reminds them of the benefits of having Health
Insurance and why SmartHealth Insurance policies are the best.

92. Al Raffah Hospital (DMG)

93. • Dr. Moopen’s Group had just launched a new
hospital in Dubai, Al Raffah Hospital
• They needed help in motivating their new
employees and introducing them to the
culture at Dr. Moopen’s Group
• We made the following presentation…

94. Existing Scenario
The Al Raffah hospital has just opened up in Muscat. All
the employees are new. They are not too familiar with
each other or with the work culture. Thus, an internal
communication is required to make them feel like a team
and make them familiar with the Al Raffah way of life.

95. Thus, the Need of the Hour
An internal campaign that’ll communicate the culture of Al
Raffah to the employees.

96. The Idea
Inspired by Munna Bhai MBBS, the idea is to bring about a
change in the attitude of the Al Raffah employees and
therefore, bring about a change in the culture of work
itself. This would inspire the people to be positive in their
thinking which then would ultimately convert to better
care for the patients, which is in sync with the positioning
of Al Raffah – caring for you, for life. After all, who won’t
feel reassured if the doctor/ nurse/ attendant is in good
spirits and reassures with a smile on his/ her face!

97. Hence, the theme:
“A merry heart is a good
medicine!”

98. The execution of the idea:
A smile campaign.

99. • Posters will be put up in doctors’ locker rooms,
pantries, admin areas, drinking water areas etc.
• Tent cards will be placed on doctors’/ nurses’ tables
and wherever possible
• Badges and mouse pads containing the message will be
distributed to the employees
• Desktop wallpapers for systems will be sent to
employees
• Coffee mugs with the message will be placed in the
pantry
• Stress busters with the message will be placed in
different points at the facility

100. Route 1
Speaks about the goodness of
smiling and being happy. It
encourages the person reading it
to smile.

101. Poster

102. Tent card – an adapt of the poster

103. Route 2
Educates the reader on the
benefits of smiling and its effect
on patients. It speaks of an
attitude that needs to be
embraced in order to help the
patients heal from within.

104. Poster 1

105. Poster
Poster 2

106. Poster 3

107. Collaterals common to both routes

108. Badge for employees with a quote
that inspires smiles

109. Mouse pad

110. Desktop wallpapers to be kept on
employee systems

111. Coffee mugs for the pantry/ canteen

112. Stress busters

113. Thank you!
Loreto B.
9886466207
loreto.basumatary@gmail.com
Read my poetry at www.lolopookie.blogspot.com