Curtin Centre for Applied Ethics welcomes two academics leading applied secondment projects
The Curtin Centre for Applied Ethics (CCAE) is strengthening its focus on real-world impact through two industry engagement secondments. Dr Bridget Tombleson and Tuba Urul are leading applied projects that explore ethical storytelling for sustainability and the responsible use of AI in business events — advancing practical approaches to ethics in industry.
Ethical storytelling for sustainable futures
Dr Bridget Tombleson, Senior Lecturer in public relations at Curtin University, brings more than 20 years of industry and academic experience across corporate, agency and government sectors.
Her secondment project, Ethical Storytelling for Sustainable Futures, builds on partnerships with organisations including Plastic Free Places and Plastic Free Riverpark. The project will co-create a research-informed toolkit to guide ethical communication in sustainability and digital transformation.
Through workshops, applied research briefs and co-designed outputs, the initiative will equip students and industry professionals with practical tools for ethical decision-making — while strengthening industry collaboration and delivering measurable impact through teaching, partnerships and publications.
Ethical AI and sustainable events
Tuba Urul, Research Assistant in Curtin’s School of Management and Marketing, specialises in sustainable business events, ethical AI and technology-driven transformation in tourism and hospitality.
Her secondment project, EASE: Ethical AI for Sustainable Events, explores how artificial intelligence can support more responsible food planning in business events. The project investigates how simple digital prompts and anonymised participation data can improve forecasting, helping reduce food waste without compromising the attendee experience.
Working with industry partners across Perth, the research connects academic insight with practical application — providing guidance on ethical AI governance, stakeholder engagement and sustainable event delivery.
Bridging research and practice
Together, these secondments reflect CCAE’s commitment to embedding ethics into real-world decision-making. By working closely with industry and community partners, the Centre continues to deliver practical, research-informed solutions that drive responsible innovation and sustainable outcomes.
