10/02/25
Ethics and compliance project wins Best Use of Innovation in Employee Engagement…Yep you read that right.
A Code of Ethics and employee engagement aren’t always a natural fit – they go together like a giraffe and a low ceiling. But a little creative risk can defy all expectations.
We couldn’t be happier that our “What would Connie do?” project with The Wellcome Trust has won another prestigious award. The innovative and brave approach has resulted in a huge impact not only within Wellcome but across the globe and has won The Best Use of Innovation in Employee Engagement at the Engage Awards in 2024.
So how did an ethics and compliance project break the mould?
A Code of Ethics is fundamentally a set of policies. It’s dry. It’s boring. Nobody wants to read a compliance rulebook. In fact, most people see it as an obstacle.
‘Compliance’ is inherently unengaging. But for organisations like Wellcome to thrive it’s essential for colleagues to understand and uphold the highest standards of conduct and ethics.
*Enter ‘Connie’ – a friendly puppet that represents every employee’s own conscience.*
This project proves that unpopular, heavyweight training typically associated with ethics and compliance is not the most effective way to engage colleagues and shift behaviours. It focuses on reframing ‘ethics’ and ‘compliance’ as ways we can actually help colleagues to do their jobs better, look after each other, and protect Wellcome’s reputation.
The core campaign message – pause, think, and ask ‘What would Connie do?’ – reinforces simple yet impactful behaviours.
People remember the campaign because it’s anchored in human behaviour:
- We’ve identified a simple habit that everyone can use.
- We’re motivating them by connecting that habit to things employees care about.
- We’re prompting them to act through an ongoing creative campaign.
This creative approach makes ethics and compliance tangible, accessible, engaging – and most importantly – actionable.
For more information on the project read the full case study.
