Women’s Leadership Inclusion: Internal Comms Campaign

Overview

We were asked to develop an internal communications campaign to support the relaunch of Johnson & Johnson’s Women’s Leadership Inclusion (WLI) programme. The campaign was designed to raise awareness, grow membership, and clearly communicate the programme’s purpose and benefits across the EMEA region.

The Challenge

Despite its long-standing success and global reach, J&J recognised the need to reinvigorate the WLI programme to drive further progress on gender equality across all levels and functions.

The campaign needed to speak to a diverse internal audience, resonate with all genders, and work across multiple countries and languages. Assets had to be flexible, easy to localise, and simple for local WLI leaders to adapt, while remaining consistent with J&J’s established brand guidelines.

Conclusion & Results

The Approach

We developed a clear, inclusive campaign concept that focused on the real benefits of WLI membership: advancement, inclusion and community. Our starting point was people. We featured portraits of WLI members alongside a single “hero” word chosen by each individual, representing what the initiative had given them. This kept the message personal, credible and relatable.

The campaign concept, Our Future, Our Choice, aligned closely with the WLI manifesto and worked seamlessly within J&J’s existing brand framework. All assets were designed to be modular and editable, allowing local teams to tailor messaging, calls to action and language without losing consistency of tone or intent.

To support rollout, we created a practical campaign kit and style guide, giving local WLI leaders clear guidance on how to use, adapt and extend the materials across internal and external channels.

Key deliverables included:

Campaign concept and messaging framework
Office posters and printed materials
Video content and social media assets
Email and interview article templates
Presentation templates
Yammer and SharePoint assets
Induction pack flyers for new starters
Campaign toolkit and usage style guide

The Impact

The campaign launched successfully across EMEA, internally and externally, with unanimous stakeholder approval. It sparked meaningful conversation, increased visibility of the WLI programme, and supported a 30% increase in membership through internal Yammer channel sign-ups.

The flexible toolkit continues to support local teams, helping maintain momentum and consistent messaging over time.