UWL Professor Backs Campaign to Protect Boys Online
Ben Hine is working to reduce impact of harmful messaging
Professor Ben Hine. Picture: UWL
June 23, 2026
A University of West London academic is helping to lead a major national effort to counter the growing impact of harmful online messaging on boys. Professor Ben Hine, UWL’s Professor of Applied Psychology, is supporting EE’s new Yes Boys campaign, launched ahead of a summer of international football to promote healthier, more positive ideas of masculinity.
The campaign follows new research conducted by EE in partnership with Professor Hine, which reveals the scale of the pressures boys face in digital spaces. According to the findings, 42% of boys aged 11–16 encounter harmful stereotypes about masculinity multiple times each week, while 71% say they feel overwhelmed by conflicting expectations online. The research highlights the need for trusted adults, supportive environments and positive role models to help boys build confidence and navigate the complexities of modern identity.
To bring the research to life, EE has collaborated with football associations, players, coaches and psychologists to show how the sport can provide a powerful counterbalance to negative online influences. As part of the campaign, EE has launched a new Mentor Badge, created with Internet Matters, offering practical tools and guidance for parents, coaches and mentors supporting boys in a digital world.
The campaign has already gained national media attention across broadcast, print and online outlets. Its next phase will focus on expanding reach and encouraging more families, schools and community groups to engage with the Mentor Badge and the wider set of educational resources available through the campaign hub.
By continuing to promote the initiative through partnerships and outreach, EE and its collaborators hope to equip more adults with the skills they need to help boys develop resilience, emotional openness and a healthy sense of identity.
Reflecting on the findings, Professor Hine emphasised the importance of real‑world support networks for boys growing up in an increasingly complex digital landscape.
“Boys today are growing up in an increasingly complex digital environment where harmful and restrictive messages about masculinity can be encountered on a daily basis. What this campaign highlights is that positive, real-world environments and trusted adults can make a profound difference. By giving parents, coaches and mentors practical tools and resources, we can help boys build confidence, express themselves more openly and develop a healthier sense of who they are.”
The Yes Boys campaign continues throughout the summer, using the visibility of international football to spark conversations about masculinity, wellbeing and the role adults can play in helping boys thrive.
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