When we launched the refreshed Becton Dickinson (BD) brand, we ran a global advertising campaign called The Difference of One. It was the face of BD to our customers and was based on the simple idea that our many different parts make a complete and compelling whole. The campaign featured a new BD with uncommon breadth, depth, and experience that led to a new relevance in healthcare.

Realizing our full potential for impact was entirely dependent on our unifying purpose of advancing the world of health.