Bristol-Myers Squibb launched a new campaign that seeks to promote the work of its employees and the roles they play in improving the lives of patients.

The campaign commenced with the launch of a website, It allows users to click on a photo of 1,100 employees included in a photo mosaic on the site. Each photo has a caption submitted by employees that describes the type of work they do or why he or she chooses to work for the company. PR shop Ketchum is providing support for the campaign.

BMS plans to promote the content on LinkedIn, Twitter and YouTube, in certain instances using paid promotion. The company’s new YouTube channel—the first for the drugmaker—also launched Monday. It houses 16 employee videos, among other content.

“We think it’s very important for external stakeholders to understand the kind of culture we have and the kind of DNA we have,” said John Elicker, Bristol-Myers Squibb’s senior vice president of public affairs and investor relations.

Elicker declined to characterize the campaign as a corporate-reputation initiative, noting that “anything we do deals with corporate reputation.” Rather, he views the campaign as a platform for employees to promote the work they do.

BMS markets Opdivo, one of two approved drugs in the burgeoning immuno-oncology field. Opdivo and Merck’s Keytruda are being tested and have received FDA approval to treat a wide range of cancers, including melanoma and lung cancer. New research released earlier this week at the European Cancer Congress in Vienna showed that Opdivo produced better results in patients with kidney cancer than those undergoing the current standard of care.

“People are very proud,” Elicker said. “We are transforming cancer care.”