If you've answered yes to any of these three questions, please read on.

Why are we here?

Lately I've been a little busy on social media moaning about the state of the world. After all, there's plenty to complain about. And as I posted, one thing became painfully clear. All but a few of my posts slid silently through people’s feeds. Barely a like, barely a comment, barely any kind of reaction.

How could this be? I didn't for one second believe nobody cared. Instead, I wondered if they might simply be:

Overwhelmed by the scale. Global problems feel impossibly huge, and people convince themselves their contribution won’t matter.

Emotionally numb. Constant exposure to suffering creates burnout. Shutting down feels safer than staying open.

No personal connection. When injustice feels distant - when it's happening to 'other people' - it becomes easier to look away.

Not knowing where to begin. Even those who genuinely care often feel lost. Without clear steps, concern turns into paralysis.

Belief systems and biases. Our world views can unintentionally blind us, making it harder to engage with uncomfortable truths.

Social silence. When no-one around us speaks up, we assume no one cares. So we stay silent, too.

My answer? 'apathy to action'.

About the project

'apathy to action' is a research- and community-led initiative blending Buddhist principles of mindfulness, global activism, behavioural science, neurology and thoughtful technology design. Its goal is simple and bold:

To lift people who genuinely care from a point of apathy and helplessness to one of empathy, action and change.

I believe that we all care, and that we all strive for a better world. But we often feel stuck. If you feel this way then I’d love you to join us. Support the project, become an early test user of our forthcoming app, and help shape a community - and a world - built on compassion, courage and genuine, positive action.

What the money will be used for

I'm deeply committed to this project, and I'm willing to give up the first six months of 2026 researching, building and coding an exciting, innovative new app. I will be doing all of the work myself, so this will be an incredibly lean project with all the funds covering project development costs.

Every £1,000 raised will support one month of research, strategy, project management and software development. In a commercial environment, these services would cost at least five times as much.

So if you want the biggest possible bang for your buck, you've found it right here.

The campaign will run for the full six months, so please contribute whatever you can, whenever you can. Every penny buys valuable time. As of 6th December we have already secured our first month of funding, which is incredible.

A little about me

First and foremost I’m a writer, a technologist and a strategist. I’ve dedicated most of my life to helping develop meaningful and impactful social and environmental solutions to some of the world’s biggest problems. My work has been recognised by National Geographic, Silicon Valley and many international donors, and featured in the media around the world.

Despite a career spanning over two decades in the humanitarian and conservation sectors, my commitment to change has only accelerated over recent years, driven in large part by social upheaval, the vacuum in moral leadership, threats to democracy by big tech, the climate crisis, and a wider concern for the future of my young children. apathy to action is my latest attempt to put some of this right.

You can read more about me here and visit the project website where you'll find further details, and a link to our founding essay.

Thanks for reading, and remember - when we trade silence for courage, even the smallest action - donating included! - can spark a wave of change.

Let's do this.

Thank you.