Creating a culture of lifelong learning.
Overview.
We helped a global pharma leader embed lifelong learning across 70,000 employees – driving a 78% rise in recognised learning moments by boosting curiosity, collaboration and bravery.
Find out how we used our expertise in Change and Communications to achieve a lasting change in learning culture.
The challenge.
With new technologies and scientific breakthroughs shaping a fast-changing, dynamic world, our global pharma client needed to ensure their people could continuously renew and refresh the skills required to thrive. To maintain growth and deliver the next generation of life-changing medicines, lifelong learning had to become a core part of the culture.
Although the business had invested significantly in learning infrastructure, the challenge was about creating lasting change. Employees recognised the importance of learning, but many felt they simply didn’t have the time. Our task was to shift perceptions, enabling people to see that curiosity, collaboration and bravery could unlock everyday learning moments – making development an integrated part of their working lives.
The solution.
Building on the client’s existing learning infrastructure, we created Learning for Life – a bold, behavioural-science-led creative platform designed to shift behaviours and embed a culture of everyday learning. Our engagement approach centred on the three core behaviours of curiosity, collaboration and bravery, encouraging people to think about learning in a new way.
Key elements included:
- A bold new identity – using everyday objects and thought-provoking questions to spark recognition of learning moments.
- Clear, accessible messaging – explaining what to do, why it mattered, and how learning could be part of daily life.
- Authentic storytelling – leaders and employees shared personal learning moments, amplifying the cultural shift.
- Weekly challenges – encouraging people to spot, share and apply everyday learning opportunities.
- Behavioural science trial – 200 employees across 21 markets took part in a first-of-its-kind experiment with daily interventions, measuring the impact against a control group.
The programme scaled quickly – with films translated into 10 languages, over 5,000 employees engaged in the first week of the behavioural science talk, and a global roll-out to more than 70,000 participants.
The value created.
The results of the first ever behavioural science trial proved transformative:
- 65% increase in bravery, 64% in collaboration, and 70% in curiosity compared to control groups.
- A 78% rise in recognised learning, with weekly learning moments increasing from 5.35 to 9.52 hours.
- More employees shifted towards experience-based, applied learning.
- The programme gained recognition in The Training Journal and The Times Raconteur Digital Learning Report.
- Winner of the Innovation in Learning category at the Learning Awards.
Together, we helped create a lasting culture of curiosity, collaboration and courage – making learning for life a reality.
Our expertise on this project.
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Change
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Communications