Becton Dickinson: Culture connect campaign

Becton Dickinson (BD), a medical technology company, launched its Culture Connect campaign on digital channels across Asia to improve staff sentiment.


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.

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