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Home / Medien / Embedding ethical culture in AstraZeneca’s DNA – an LSG…

Embedding ethical culture in AstraZeneca’s DNA – an LSG…


People are tired of boring compliance training, so organisations need to get creative to punch through compliance fatigue and engage individuals. But how might that be done?

Creative compliance is the focus of a webinar for L&D professionals hosted by The Learning and Skills Group (LSG).

Embedding ethical culture in AstraZeneca’s DNA looks at the real-life story of how the global biopharmaceutical company partnered with Sponge to help embed its Code of Ethics firmly into the organisation’s genetic make-up.

The online event was chaired by Don Taylor, renowned learning expert and chair of the Learning and Performance Institute since 2010, and presented by Louise Vamvoukaki, Global Sustainability Education and Engagement Lead at AstraZeneca, and Brayley Pearce, Learning Solutions Specialist at Sponge.

The webinar explains how creative compliance training has engaged over 60,000 AstraZeneca employees in more than 100 countries, so that they are living and breathing the company’s values and ethics through their everyday decision-making.

Results include:

From a survey of 2,200 people:  

86% said their understanding of AstraZeneca’s values had increased or greatly increased

90% felt very or extremely engaged with the learning

Webinar archive

Access the recording now. “The key was to move the compliance training away from a ‘must do activity’ to a ‘want to do activity’ – and that required a creative approach that put user-experience at the heart of it.”
Brayley Pearce Learning Solutions Specialist Sponge

The webinar is suitable for people in the L&D sector who are interested in adopting a fresh approach to compliance and covers:

  • How to shift the focus from must do learning to want to do learning
  • How to create compliance learning that’s user-centric
  • How to apply the latest learning theories and design principles to achieve results
  • Why a campaign approach works well for creative compliance
  • How to create learning that transcends boundaries and cultures


Louise Vamvoukaki is a passionate advocate of evolving learning with the future in mind. Specifically, in the area of compliance training, she is looking to demystify and engage leaners though creativity.

Brayley Pearce loves telling stories, and it's through storytelling that he believes people learn the best. Combining his background as a business psychologist with more than 25 years’ experience as an instructional designer, Brayley focuses on the learners' reality.

The Learning and Skills Group (LSG) is an international community of L&D professionals interested in organisational learning and learning technology with more than 11,000 members.

The webinar took place on 7 March, 2019. Access the recording here.