Successfully driving culture change in an organisation means repeated and consistent communication that effectively leads to a behaviour change.
Based on an internal survey that Becton, Dickinson and Company, commonly known as BD had conducted in 2018 in Greater Asia, it was revealed that a few cultural gaps existed in the organisation. The cultural gaps included the , and . As a company that prides itself on strong, innovative and open culture, the BD leadership realised these problem statements and that they needed to drive a transformation. SPAG was engaged to drive this transformation through creative communication, birthing the '' campaign.