Fraser Simpson on Making Ethics Engaging

What does a pink puppet called Connie have to do with ethics? More than you might think. On this episode, I'm speaking with a lawyer, whose innovative approach to getting employees to engage in ethics, involved turning to something we all know from our childhood, a puppet.

Episode Summary

That lawyer and my guest on this episode is Fraser Simpson, Associate General Counsel at the Wellcome Trust. He's on the show to me to tell me about a creative and award-winning approach to embedding ethics in organisations. Fraser and the team at Acteon Communications tackled the challenge of inspiring ethical decision-making in a world where written policies often fall short. Their solution? Connie, a hot pink puppet who represents a conscience, prompting employees to ask, "What would Connie do?"

Fraser shares how Connie was born from a need to engage employees in meaningful, human-centred conversations about ethics and compliance. We delve into why traditional approaches often fail, how behavioural science can transform organisational cultures, and why creativity is a powerful tool for behaviour change. Whether you’re in legal, compliance, or simply curious about innovation in professional settings, Fraser’s insights are both practical and inspiring.

Throughout our conversation, Fraser illustrates the power of storytelling, humour, and simplicity in sparking conversations that matter. Connie’s journey—from a sketch to a living, breathing character—offers lessons for anyone trying to make complex ideas relatable and impactful.

Guest Biography

Fraser is the Associate General Counsel at the Wellcome Trust, one of the world’s largest charitable foundations supporting science to tackle urgent health challenges. Fraser’s work that we discuss on the show focuses on developing a business integrity framework that empowers employees to make sound decisions in moments that matter.

With a background in law and a passion for creativity, Fraser has pioneered innovative approaches to compliance, including the development of Connie, a hot pink puppet that embodies ethics and inspires employees to think critically.

He describes himself as a dad of two first and a lawyer second, drawing on everyday challenges and creativity to influence his professional work.

AI-Generated Timestamped Summary of Key Points

[00:00:02] Innovative Ethics Solution (14 Minutes)
Fraser introduces Connie, a bright pink puppet created to make ethics training engaging and memorable. By using behavioural science, Wellcome Trust demonstrates the power of moving from dry rulebooks to fostering value-driven decisions.

[00:14:05] Revolutionizing Ethics Engagement (8 Minutes)
The importance of using creativity to influence ethical decision-making, rather than over rigid rules, focusing on empowering employees with adaptable tools. Fraser explains how storytelling helps make ethics relatable and impactful.

[00:21:50] Bringing Connie to Life (13 Minutes)
Fraser shares the playful inspiration behind Connie’s creation, including how a Hetty vacuum cleaner sparked the idea and how he worked with Acteon, a behavioural science-driven agency. Connie balances humour and professionalism to spark meaningful conversations.

[00:34:32] Communicating Ethics Through Creativity (11 Minutes)
The Compliance team has considered how to deploy multi-sensory strategies, such as tactile tools and music, to make ethics training more engaging. These creative methods integrate ethics seamlessly into employees' daily routines.

[00:45:05] Launching Connie and Sustaining Engagement (6 Minutes)
Connie’s debut redefines compliance training by prioritising empowerment over box-ticking. Strategies like in-person meetings and digital tools ensure Connie stays relevant across the organisation.

[00:50:51] Encouraging Ethical Conversations (14 Minutes)
Fraser discusses innovative training approaches, such as regular ethical dilemmas and the "What Would Connie Do?" framework. These quick, consistent exercises develop decision-making skills and foster lasting habits.

[01:04:50] Balancing Compliance and Personal Accountability (12 Minutes)
The conversation highlights the importance of personal agency in decision-making. By promoting thoughtful judgment, the approach helps create a culture of accountability and better choices.

[01:16:23] Inclusive and Accessible Communication (12 Minutes)
Inclusivity is central to the approach adopted by Wellcome, including the deployment of a Braille Code of Conduct and other accessible formats. Fraser explains how Wellcome developed practical tools, like a mobile app, for use in critical moments.

[01:28:34] Connie’s Global Reach and Future Potential (10 Minutes)
Connie’s cross-cultural appeal in compliance training is explored, along with the vision of e-Connie—a virtual companion for ethical decision-making on a global scale.


Links

The Wellcome Trust — https://wellcome.org/

Acteon, the firm that helped to design and develop Connie — https://www.acteoncommunication.com/

Acteon’s case study of Connie — https://www.acteoncommunication.com/case-studies/meet-connie-your-conscience/

Sarah Abramson of Acteon pitching the idea of Connie at ECEC, the 2024 European Compliance & Ethics Conference — https://youtu.be/iCf1CklbysQ?si=z5-Vt3xcC2loZLB1&t=1641

Sarah’s appearance on this podcast — https://www.humanriskpodcast.com/sarah-abramson-on-speaking-to-the-human/