What would Connie do? Creativity in ethics nudges
Connie, a friendly pink puppet who's the star of the Wellcome Trust's new ethics campaign, is here to help employees make better decisions.
Connie's message to Wellcome Trust employees is simple: when faced with an ethical dilemma, pause and think, "What would Connie do?". They are changing behaviour through instilling a simple change, embedding and reinforcing the habit of employees trusting their conscience when faced with an ethical dilemma. With their bright pink appearance and non-binary pronouns, Connie is inclusive and recognisable, funny and popular - employees watched the launch of the refreshed code of ethics video on average three times each. They have an intranet presence, an email address from which they send monthly ethics gym emails - even their own AI chatbot.
At this webinar, Fraser Simpson, Head of Ethics and Compliance at the Wellcome Trust, talks to Lauren Branston about Connie and how a simple change of habit has led to a big change in employees' perception of ethics from 'dull' to 'interesting and fun', the behavioural science behind this and other creative solutions that are raising ethics up the agenda and keeping it at the forefront of people's minds.
Why attend?
- Find out how Fraser and the Wellcome Trust used creativity to nudge ethical behaviour
- Find out how creativity and behavioural science can be used to encourage engagement with your ethics programme.
Chief Executive, Institute of Business Ethics
Lauren joined the Institute of Business Ethics in September 2024. Lauren has previously led corporate affairs and sustainability functions in large corporates, dealing with social, environmental and governance issues. Before joining IBE, Lauren led her own strategic advisory firm, working with clients at the intersection of sustainability, corporate affairs, culture, strategy and governance. Lauren has an Ecology degree from UCL, is a guest lecturer at the Cambridge Institute for Sustainability Leadership and sits on the Board of Trustees of the Soil Association.
Interim Associate Director, Strategy, The Wellcome Trust
Fraser Simpson has designed and built the Wellcome Trust’s Ethics, Governance and Compliance team, and is currently seconded to lead the Strategy team. Wellcome is a global charitable foundation with a vision of a healthier future for everyone.
Fraser is passionate about taking a human-centred approach, with a focus on engagement, shifting mindsets, and influencing human behaviours in the moments that matter.
His approach to embedding ethics using Connie, a puppet representing your conscience, has won global awards for Ethics & Compliance as well as employee engagement, and his work at Wellcome was cited by the Government’s Committee on Standards in Public Life in its ‘Leading in Practice’ report.
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Please note that our webinar panellists' views and opinions do not necessarily reflect those of the Institute of Business Ethics
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