As one of the world’s leading medical schools, UBC’s Faculty of Medicine has a bold vision: to transform health for everyone. When we say “for everyone” we mean it – regardless of age, ethnicity, gender or socioeconomic status. This is our contract with society in action: placing patients, their families and communities at the centre of everything we do. Transforming health for everyone is a deliberately ambitious vision, but one that we’re delivering on thanks to an incredible, inspirational community of more than 16,000 faculty, staff and students spread out over a vast, rugged and richly diverse province. In late 2019, we set out to engage this province-wide community through a dynamic and innovative employee relations program built around the vision and the creation of shared values. We knew we needed to tell the story of our vision – to recognize the contributions of our people, to engage and inspire them – and to be successful at this we couldn’t rely on traditional academic marketing and communications. We would need to challenge ourselves to take an innovative, bold approach to storytelling that would stand out in a crowded field and connect with the hearts and minds of our audience. Rather than just tell the story of who we are and what we do, we needed to show it. Why? To generate renewed excitement and sense of belonging amongst our people for being a part of a vibrant and inspiring Faculty community – while also involving them in the creation of core values that will shape the Faculty’s activities, interactions and decisions in 2020 and beyond. Engaging on both the vision and values are of critical strategic importance, laying the groundwork for the evolution and transformation of our Faculty’s culture in the years to come.
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