Background:
To recruit and retain top graduates in a competitive market Astra Zeneca developed a fast track career scheme. 

Scope:
Creative and copywriting for a magazine and intranet site.

Creative Challenge:
To create a magazine and intranet site that demonstrates the diversity, scope and opportunities Astra Zeneca offers and through this promote employee loyalty. 

Big Idea:
To call the magazine the 'Source' based on the origin of growth, and to use as a visual metaphor the helix design found in nature, on the magazine and intranet site. To demonstrate that we are conveying the inside story X-ray images are used.

Results:
70% readership among target audience.