Move for a Safer Internet returns for its third year: A Cyber-Led Sporting Challenge

Pinsent Masons and the Internet Watch Foundation (IWF) build on two years of impact and collaboration.

Now in its third year, Move for a Safer Internet has quickly become a standout initiative, uniting the cyber community in a shared mission to tackle online child sexual abuse. The campaign, founded by Pinsent Masons, a renowned multinational law firm, in partnership with the Internet Watch Foundation (IWF), challenges teams to log minutes of physical activity in support of a safer online space.

Since its launch in 2023, the campaign has raised over £38,000, with every pound going toward the IWF’s critical work identifying and removing illegal images of child sexual abuse from the internet. What started as a creative way to fundraise and build awareness has now become a growing movement, connecting professionals across cybersecurity, legal and tech sectors through this physical challenge and a shared purpose.

The first year of the campaign saw more than 20 teams from across the industry take part, raising £16,000 to support IWF analysts and takedown efforts. In 2024, the campaign returned stronger, with new organisations joining the effort. The second year raised over £22,600, with participants contributing thousands of activity minutes to highlight the pace and urgency of the IWF’s work, where a new webpage is assessed every 74 seconds, and new abuse content is discovered every 108 seconds.

Throughout, Pinsent Masons has committed not just to fundraising but to long-term strategic support. By creating space for collaboration and visibility, the campaign has helped shine light on an issue that is often hidden and difficult to confront. As the IWF continues to scale its response, initiatives like this play a vital role in sustaining its mission.

This year, the campaign returns. Teams across the sector will again be invited to register and take part in a four-week challenge (with the winning team receiving a £5,000 donation from Pinsent Masons into their IWF fundraising account), contributing minutes, raising funds and spreading awareness.

Kate Moss, Head of Partnerships at the IWF, said: “As we enter the third year of this vital event, our commitment to creating a safer internet for children has never been stronger. Every child deserves a digital world where they can explore, connect and grow freely and confidently. At the IWF, we’re continuously pushing boundaries and innovating to protect young lives online, and through the dedication and collaboration of our incredible partners and supporters, we’re driving real, lasting change on a global scale.”

Ellie Ludlam, Partner, Pinsent Masons’ Cyber Team, said: “We’re thrilled to continue our partnership with the IWF as we move into the third year of ‘Move for a Safer Internet.’ The impact of the IWF’s work is truly transformative, and we’re incredibly proud to stand alongside so many dedicated companies that share our commitment to making the online world safer for everyone. Together, we’re building momentum toward a brighter, more secure digital future.”