Company: AstraZeneca TR
Company Description: AstraZeneca (LSE/STO/Nasdaq: AZN) is a global, science-led biopharmaceutical company that focuses on the discovery, development, and commercialisation of prescription medicines in Oncology, Rare Diseases, and BioPharmaceuticals, including Cardiovascular, Renal & Metabolism, and Respiratory & Immunology. Based in Cambridge, UK, AstraZeneca operates in over 100 countries.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Healthcare
 Nomination Title: AstraZeneca-'Run First for First Aid' Project
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
Kick-off in 2021 and to be continued until 2025.
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 238 words used.
AstraZeneca Türkiye believes that it's our responsibility to improve the communities where we live and work. AstraZeneca launched Young Health Programme (YHP) globally in 2010 to meet local needs and resources and is executed in over thirty countries globally by NGO partners, often with AstraZeneca employees volunteering their support. Türkiye is also a part of this global program for the past few years. With our latest local YHP “Run First For First Aid” project our aim is to provide face to face first aid trainings to high-school students in various cities in Türkiye on how to respond in a medical emergency where minutes could be the difference between life and death. Our project partners are Turkish Emergency Medicine Association (TATD) and the Tuvana Foundation for the Education of Children (TOÇEV). First aid trainings make the students capable of managing incidents and does assessments of the casualties. The more they are aware of the accidents, illnesses, and treatments, the safer they will feel in emergencies. Based on these facts, TOÇEV specify the schools in guidance of provincial directorates of national education under the Ministry of Education, TATD’s volunteer emergency medicine specialists provide 45 mins-long theoretical and 45 mins-long practical trainings. Within these basic life support trainings; heart massage, artificial respiration in adults and children, Heimlich maneuver, airway obstruction due to external objects are explained practically on training mock-ups. The knowledge of the students is measured by pre and post-tests.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 249 words used.
AstraZeneca Türkiye developed "Run First for First Aid" project, for providing basic life support trainings to high school students in different provinces of Türkiye as part the global Young Health Program. TATD's volunteer specialists provide basic first aid training. TOÇEV, on the other hand, coordinates with the Provincial Directorates of Education and the Ministry of National Education to determine the schools to be trained, covering schools in different provinces. With this project, we emphasize the importance of equipping young people with first aid skills. A communication plan covering conventional and social media channels of all project partners to reach young people and their families are utilized effectively. Content and presentation are made as attractive as possible with many visuals and easy-to-understand language to draw attention. Adult and baby mock-ups are used, students also practice what they’re taught on these mock-ups to make the trainings more memorable. Creative posters and roll ups are prepared and are positioned at each school that is visited. The trainings have so far reached more than 30 thousand students, 85 school principals and 950 teachers in 85 schools in 11 provinces including Istanbul, Samsun, Gaziantep, Aydın, Sivas, Çanakkale, Düzce, Antalya, İzmir, Adana and Eskişehir. Each month 1 city is visited and trainings are given at 5 different schools during a week. We have meetings including all partners and AstraZeneca volunteers before each training to align on the plan and we also have meetings after the trainings to have the feedbacks and see the development areas.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 161 words used.
The biggest success of our project is that more than 30 thousand young people are now equipped with basic life support skills. As a result of the communication activities that started with a press conference in March 2023, more than 250 media coverage in the conventional media. Through coverages in the press and post on the social media we reach nearly 5 million. Since the launch, our project video has received nearly 23 thousand views on YouTube. Since October 2022, we also share posts on our Facebook, Instagram, LinkedIn and YouTube channel as well as on our project partners, TOÇEV and TATD channels. The project aims to train 55 thousand students in 155 schools in 27 provinces until 2025. Total 34 women and 43 men were involved in the management of the project by the associations. AstraZeneca employees are also engaged and accompany the trainings in various cities voluntarily. Each 57 of our employees voluntarily supported the trainings in different provinces.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 203 words used.
All project partners worked on the contents for months to make the trainings as engaging as possible for young people. All content was approved by the Turkish Ministry of Education, and each school received a first aid kit as a gift after the trainings. Before going to each province, we organized meetings with all volunteers and partners, and afterwards we held feedback meetings to discuss how we could further develop and improve the project. The test results measuring students' knowledge will be shared with the Ministry of Education at the end of this academic year. The pandemic was a challenge for us since it was more difficult to engage the students online, which is one of the first projects approved by the MoE for online to be implemented in schools. After online period we kicked off and continued our project successfully as well. Due to the pandemic, the trainings started online for the first 4 months and once pandemic restrictions are removed and face-to-face education started for all students then our trainings also started to be held face-to-face. We are proud to continue this long term project which will continue until 2025 with our partners and contributing improvement and education of young people.
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