Positive Masculinity Initiative, Media Academy Cymru

The ‘Positive Masculinity Initiative’, led by Media Academy Cymru, is a youth work programme which aims to reshape how boys and young men aged 10–17 understand masculinity, identity and relationships. Delivered through extensive collaboration across a wide partnership of eight local authorities across south Wales, South Wales Violence Prevention and Reduction Unit (VPRU) and Gwent Police and Crime Commissioner (PCC), the initiative addresses the harmful influence of toxic masculinity and online misogyny through voluntary, trauma‑informed youth work.

The programme creates safe, supportive spaces where young people can explore emotions, challenge harmful norms and develop empathy, critical thinking and respect for others. It tackles ideals often reinforced online—such as emotional suppression, dominance and misogyny—by enabling boys to explore identity, vulnerability and emotional wellbeing through one‑to‑one and group work led by trusted youth workers. With the support of these youth workers, participants engage in meaningful discussions around relationships, consent, online behaviour and wellbeing - supporting both personal growth and wider violence prevention efforts.

Judges considered this an excellent example of a project which delivers lasting change - supporting safer communities and offering a powerful national model for collaborative youth work in Wales. 

One young person involved with the project commented:

“The project has increased my knowledge of what masculinity is and how we can be more positive with it. I learned how online comments can change people’s views.”