We are proud to announce the publication of our new, long-term, evidence-based Theory of Change, marking a major milestone in our evolution after more than 15 years of work in online safety and digital wellbeing.
Developed from the cumulative impact of Cybersmile programs since our founding in 2010, the Theory of Change provides a clear, structured framework that explains how and why our work leads to meaningful behavioral, cultural, and systemic change. It also sets out our ambitions for the next 10–15 years, with a focus on achieving sustainable, large-scale reductions in online harm.
Building on Global Recognition and Impact
This announcement builds on our recent recognition by the International Telecommunication Union (ITU), a United Nations specialized agency, which examined our work as part of its global online safety and smart cities initiatives. Together, these milestones reinforce Cybersmile's position at the forefront of evidence-based, scalable solutions to online harm.
A Framework for Understanding Impact
At its core, the Theory of Change maps the pathways between our prevention, education, and support activities and the short, medium, and long-term outcomes they are designed to achieve. These include measurable cultural and systemic shifts that reduce the prevalence and impact of online abuse.
This Theory of Change is the result of over 15 years of real-world experience. It reflects not only what we've learned, but also what actually works in reducing online harm, and it gives us a clear, evidence-based roadmap for scaling impact in the years ahead.
Scott Freeman, CEO, The Cybersmile Foundation
Grounded in Evidence and Real-World Practice
Unlike static logic models, our Theory of Change is grounded in real-world delivery and continuous learning. It draws directly on our extensive experience in delivering support, education, and campaigns that have reached millions of people worldwide since 2010. This foundation is reinforced by a panel of leading experts from the fields of research, education, online safety, mental health, and wellbeing, to name a few.
The Theory of Change integrates established evidence, including social learning theory, behavior change models such as COM-B, and research demonstrating how awareness, education, and accessible support can work together to drive sustainable change. It also incorporates robust monitoring and evaluation frameworks, enabling us to measure progress across behavioral, cultural, and systemic outcomes and adapt programs as risks evolve.
Scaling Prevention, Education, and Support
A key strength of the framework is its focus on scalability and accessibility. Our utilization of technology, such as AI-enabled support, interactive education, and innovative awareness campaigns, enables our support and learning services to reach people at scale while remaining cost-effective. This approach has already reduced per-person support costs dramatically while maintaining safeguarding, quality, and accessibility standards.
Addressing Complexity and Risk
The Theory of Change acknowledges the complexity of driving cultural and systemic change. It sets out key assumptions, risks, and mitigation strategies, including challenges around measuring cultural change, ensuring digital equity, maintaining ethical AI use, and sustaining policy influence over time. By addressing these challenges, we strengthen our evidence-informed approach to online safety.
Aligning with Global Priorities
Importantly, the framework positions our work within a broader global context. It aligns with international online safety priorities and contributes to the United Nations Sustainable Development Goals, particularly SDG 3 (Good Health and Well-Being) and SDG 4 (Quality Education).
A Framework for Shared Learning and Future Impact
Our Theory of Change articulates a clear long-term vision for systemic reductions in online harm and its consequences through sustained behavioral and cultural change. By making this framework publicly available, we aim to support collaboration, inform best practices, and demonstrate how evidence-based digital wellbeing interventions can deliver lasting impact at scale.
The full evidence-based Theory of Change is now available as a resource to download, alongside a "lite" version designed for a simpler overview of the framework.