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Reconnecting colleagues with organisational purpose

DSM-Firmenich (formerly Royal DSM) is a global leader in science-based nutrition, health and beauty, with 30,000 colleagues operating in more than 50 countries.

In early 2022, DSM was emerging from the challenging pandemic period, while also undertaking strategic business transformation projects. These factors had the potential to negatively influence employees’ wellbeing and engagement with DSM’s purpose. It needed a way to connect colleagues with its strategic direction, amplify their voices, and inspire everyone about what makes the business special in an authentic, ground-up way that was colleague-owned.

From these principles came the #WeAre… campaign. It launched in summer 2022 with teaser communications and the selection of ‘DSM Explorers’. These colleagues took personal journeys to document the impacts of DSM’s innovations, the people behind them, and those they help. The Explorers were supported by a network of DSM people, united by their passion for #WeAre. Embodying this sense of connection and sharing, was a visual language based on the universal hashtag device.

More than 40 Explorers took connection-themed journeys, documenting DSM’s positive impacts through customer, colleague and supplier conversations, all regularly shared with the business through films, social posts and other business-wide updates. #WeAre was also kept front of mind via a locally-tailored range of print and digital channels.

The #WeAre campaign was a remarkable success. Explorers shone a light on everything from road safety initiatives, to disability sport. Their passion also resulted in the campaign’s organic growth into something of a global movement, with the campaign name becoming synonymous with a growing array of activities around DSM.