Aurora and MSD win PMEA for ‘Making Gender Diversity Matter’

by Chris Hall . December 2019

We’re thrilled to announce the latest addition to our awards cabinet.

Last week’s highly regarded Pharmaceutical Market Excellence Awards (PMEAs) featured incredible examples of the impact we can make to the lives of patients, families and healthcare professionals. Congratulations to all the winners and nominees.

We are thrilled to have been there and to have brought home the award for Excellence in Building Corporate Reputation and Trust for our collaborative work with MSD which posed the difficult, but necessary questions that need addressing in gender diversity.

This award recognises us for showing a commitment to making a difference to society and as the judges commented we tackled “an important issue from a different perspective.” They also noted our measurement focus: “The questions asked about gender diversity were spot on, it had a clear strategy and the SMART outcomes were reached or overachieved.”

The award-winning campaign: Making Gender Diversity Matter

What: In the UK, 13% of the science, technology, engineering and medicine workforce is female. But gender diversity is critical for business and economic success. So, we collaborated with MSD to create a campaign to promote better equality by genuinely changing behaviours, moving from conversation and platitudes to proactivity.

How: We brought together thought-leaders from a variety of industries and facilitated knowledge exchange on the burning questions in gender diversity, not the well-trodden, safe ground. We ran a challenging session to tease out those issues and gain real insights. We then amplified the key findings and ideas with in-depth, strategic social media engagement.

● 84% of attendees believed they had gained real-world insights they could apply to help drive change.
● 92% felt the event broadened their understanding of current thinking on gender diversity.
● Perhaps most importantly, we have seen organisations issue guidance directly based on our findings.

If you would like to find out more about the project or any of our other work, please get in touch at