Make people like a big pharma company.

Who loves big pharma? Exactly. Only after we pitched and won this business did we realize what a large task we had ahead of us. We plumbed the depths of Merck's activities to find something the world would think was good. So we followed 32 Merck fellows - rockstar employees from all disciplines, most of them not scientists - and documented their jobs working with NGOs in Rwanda, Tanzania and India to take on the most dangerous medical challenges out there. They reinvented solutions, and themselves in the process. Engagement on all of their social channels was through the roof.