coLaboratory

CASE STUDY WORK IN PROGRESS

J&J coLaboratory Experience Design

How might we create a destination for business and policy thinkers, partners and influencers, positioning Johnson & Johnson on the World Stage?

Go to J&J coLaboratory Vimeo Channel

The Challenge

Johnson & Johnson wanted to become the first health care company to establish a strong, physical presence at the World Economic Forum in Davos, Switzerland. The company approached APCO to develop its strategy and bring the company’s leadership in innovation, inclusivity and impact to life at Davos.

The Approach

APCO developed a 360-degree engagement approach for Davos, positioning Johnson & Johnson through a series of strategic events, meetings and communications throughout the week of WEF.

The Solution

Brand Experience. Together, we created the Johnson & Johnson coLaboratory For the Future, from a fluid visual identity, message house to a dynamic space on the main promenade in Davos. This unique space served as a central hub of engagement and dialogue – bringing Johnson & Johnson’s work to life and convening partners, peers and influencers to discuss today’s most pressing global health challenges.

Provocative Program. APCO also developed a robust coLaboratory program, featuring seven provocative panel discussions and events over the course of four days. These events explored issues related to innovation, inclusivity and impact and provided Johnson & Johnson and its partners with a platform to share the important work they’re doing to advance global health. APCO worked closely with Johnson & Johnson and its partners to develop the program and recruit speakers – managing outreach and on-site support around the clock at Davos.

On-Site Storytelling. APCO also supported Johnson & Johnson’s presence at Davos through robust storytelling and communications. In an effort to extend Johnson & Johnson’s reach beyond Davos, we developed the Davos Dispatch – an enewsletter to share daily trends and updates from Davos. Additionally, we set up an on-site studio – capturing “conversations in the coLaboratory” with Johnson & Johnson executives and influential partners.

The Result

With APCO’s strategy and support, Johnson & Johnson established itself as a leading voice at Davos. As the first health care company with a space on the promenade, Johnson & Johnson built awareness for the company’s efforts in health and innovation and strengthened relationships with important global leaders and partners.

Through its robust programming, Johnson & Johnson was able to elevate health care on the global agenda – elevating the company’s leadership around underfunded health issues, including mental health, antimicrobial resistance and inclusion in the scientific community. It's continuous effort is being made in many different locations.

With APCO’s support, Johnson & Johnson’s efforts received broad praise and recognition at Davos. The “conversations in the coLaboratory” series outperformed industry standards and the company’s efforts around tuberculosis, AMR and mental health garnered coverage in The New York Times, Financial Times, The Guardian, Reuters and Devex.