A conversation with Spirit of Waracle Chair, Bryony Weir

The Spirit of Waracle, SoW for short, is how we channel our community work. The local causes we back, the volunteering we organise, and the 1% of annual profit we pledge to charitable work every year through Pledge 1%. SoW sits alongside our core values, and it’s run by colleagues, for colleagues, across every location we operate in.

Why did you step into the Chair role?

When Screenmedia joined Waracle back in 2024, the Spirit of Waracle immediately caught my eye. It felt like the soul of the company, not just a corporate responsibility programme, and I knew I wanted to be part of it.

After a year as Treasurer, stepping into the Chair role felt like a natural and exciting next step. Emma Coutts left such a fantastic legacy, and I felt ready to take on the challenge of leading the initiative. For me, it’s about nurturing a culture where we can all give back to the communities we live and work in, and make an impact together.

What does Spirit of Waracle mean to you?

Spirit of Waracle is the bridge between who we are at home and who we are at work. Having this initiative available to us means we don’t have to leave our personal values at the door. Giving back as a team is a powerful reminder that when we combine our skills, hearts and minds, we can make a much bigger difference than we ever could alone. 

I think this shared sense of purpose is what makes our culture unique.

How would you describe SoW to someone outside of Waracle?

The Spirit of Waracle is our promise to be a business that gives more than it takes. As we build exceptional digital products trusted by millions of people, we also want to build a better future. By pledging 1% of our profits annually, we make sure that our success directly fuels charitable work across the UK and Bulgaria. It keeps our teams connected to their local roots, so that no matter where a Waracle office is, we can make a tangible, positive impact in that community.

Could you share some stories that highlight the impact SoW has made?

One recent example that stands out is our work around Mental Health Awareness Week back in May, where the theme was focused on ‘Action’. For us, this meant making a difference both out in the community and within our own teams.

 As part of taking action, Spirit of Waracle donated  £1,000 to the mental health charity, Mind. Mental health is deeply personal to our teams, and supporting Mind ensures our contribution directly funds  advocacy and guidance on the ground.

Internally, taking action was about embedding those same values into our day-to-day culture. We know things can get busy and fast-paced, which is exactly why it’s so important to pause and think about the practical steps we can take for ourselves and each other. Our People Team did an amazing job popping up throughout the week with advice, tools, and suggestions to help us prioritise our well-being.

Another incredible story comes from our Senior Product Manager, Chris Lord who recently took a literal leap by completing a skydive alongside his Mum. Together, they raised an incredible £1,370 for Macmillan Cancer Support. This is a brilliant example of the dedication our people have to causes close to their hearts. Being able to celebrate and champion that kind of bravery is exactly what the Spirit of Waracle is all about.

What’s your vision for Spirit of Waracle?

Looking ahead, my vision is to Make it Count. We want to ensure that every donation we make creates a lasting impact for our charity partners. 

It’s also important to Bring Others With You. SoW shouldn’t just be a closed committee, it should be a movement that involves everyone across the business. My goal is to see our teams across all locations suggesting causes close to their hearts and getting hands-on with our initiatives. The more voices we have at the table, the more accurately we represent the incredible diversity we’re proud of.

Why should businesses get involved with charitable work?

In today’s world, doing good is just as important as doing good business. It’s vital for companies to reinvest in the local communities that help them thrive.

On an internal level, it’s about strong culture too. Charitable initiatives like SoW break down silos and bring people together for something bigger than themselves. It builds an environment where people can connect and believe in achieving incredible things when professional talent is aligned with a passion for giving back.

Which of Waracle’s values resonates most with you?

I think that value that resonates with me most is Bring Others With You. It fits really well with how we approach working with our ambitious clients, and with our focus in the Spirit of Waracle.