GOLD
MAGENTA: Tackling Digital Violence in the Kurdistan Region of Iraq
In Iraq’s Kurdistan Region, MAGENTA launched a social and behavioural change programme to prevent digital violence against women and girls—just as political conditions were becoming increasingly restrictive. MAGENTA worked upstream, addressing the norms and attitudes that enable abuse, and cutting digital violence off at its roots. The intervention paired a culturally resonant mass media campaign, “You and Your Conscience,” with “Tech Care,” a 12-week digital empowerment programme for youth. When a national ban on “gender” language emerged, MAGENTA adapted quickly, ensuring safety without compromising integrity. Evaluation revealed significant personal change: participants reported stronger awareness of digital harms, increased confidence to intervene, and a readiness to challenge harmful behaviours. In one of the most fragile contexts for gender work, MAGENTA and its partners proved that meaningful impact can still be achieved.
SILVER
Hubbub & Virgin Media O2: Time After Time Campaign
We built a movement to raise knowledge and empower Gen Z to act on e-waste. We:
- Organised hackathons with 230 students from 15 different universities
- Shared educational resources, including a syllabus, a free comms pack, a digital e-waste zine and a student-designed installation to spread e-waste busting tips
- Trialed recycling methods, collecting 514 items for recycling, and 152 electricals were repaired, resold, rented or bought second hand;
- Got vocal on campus events with leaflets, phone accessory workshops, phone fixing and repair skills.
- Reached Gen Z 3 million times, and on TikTok alone 2.2 million times generating 80,000+ likes and 700+ comments;
The outcome? In year one, 76% of our audience became more aware of how to reduce e-waste and 81% more determined to do so. We improved in year two: 97% of those engaged learned something new about e-waste and 88.9% are motivated to take e-waste reducing actions.
BRONZE
Trainline and Brentford Football Club: I Came by Train – Getting the Bees on board
Transport is the UK’s biggest contributor to carbon emissions, and Trainline is committed to changing that through its purpose platform, I came by train. The movement encourages people to make greener travel choices by shifting from car to train—cutting up to 67% of CO₂ emissions per journey. Yet changing habits is hard, especially with climate messaging that feels overwhelming and negative.
To overcome this, our strategy focused on promoting the positive impact of train travel (“train bragging”) and making it easy for people to act. We identified football fans as an ideal audience to test and scale this message quickly.
The outcome; in a Premier League first, Brentford Football Club partnered with I came by train to deliver a multi-channel behaviour change campaign. Fans received 20% off train travel to away matches, alongside engaging educational content. The initiative has made sustainable travel more visible. The results? Well they’ve been game-changing.