Behind the movement

Joe leads the team, driving our strategy, campaigning and organising. Before SFC, he founded and led Onwards – an award-winning agency specialising in building brands and campaigns for high-growth startups and scale-ups. A seasoned founder, strategist and creative director, Joe now brings that experience to building and scaling this movement.

An experienced journalist, Daisy spent a decade at The Times and was editor of the constructive journalism magazine Positive News. She brings her storytelling skills and framing expertise to SFC, where she's responsible for communications and campaigns, as well as shaping the direction of the organisation with her husband Joe.

Nancy's experience covers creative, operational and content roles, including as the editor of renowned fashion magazine Another. The linchpin of SFC's founding team, she brings her organisational superpowers and creative eye to developing and managing the systems and processes that underpin all our work.

Joe is a creative powerhouse with senior experience working as a designer, illustrator, animator and creative director across digital, motion and print for a plethora of high profile brands. Since day one he's been responsible for all of SFC's sparkling visual design and creative output, including leading our recent rebrand and website redesign.

Clare is a business psychologist with a background in broadcast journalism at ITN and Channel 4, who now specialises in creating behaviour change in organisations. At SFC she is focussed on growing the movement among school leaders by building a network of changemaker educators.

Anish spent 10 years in tech startups before joining Facebook's Integrity team, designing safety systems that shape what billions see online. Now he brings that insider knowledge to SFC, creating sharp video content that help families understand – and push back against – the forces shaping childhood.

Helen is an online safety expert and former government advisor who was closely involved in the development of the Online Safety Act. Now at the BBC, she previously led policy at BT Group, driving the project that led to EE’s 2024 age guidance on smartphones. She advises SFC on policy and our overall political engagement strategy.

Andy built and scaled his own 150-person tech company from the ground up, helping businesses grow organically through referrals and word-of-mouth. He brings this unique and deep experience to SFC, helping shape how we organise and galvanise regional communities as well as advising the leadership team on specific growth challenges.

An exited entrepreneur, board consultant and behavioural scientist, Kate’s experience covers strategy, impact, transformation and behaviour change. She advises SFC on overall strategy and growth alongside her board and advisory roles at The King’s Trust, City of London Corporation, TechSheCan, Action for Happiness, LSE amongst others.

A specialist in how narrative framing can shift public perceptions about important social issues, Nicky draws on research to help campaigners, broadcasters and experts land clear messages and reframe debates. She advises SFC on our overall messaging strategy, helping ensure the noise we make leads to real change.