We are user-led We never create tech for the sake of tech, and only build something where there is good evidence of user need and user understanding.
We are ethical We will commit to a responsible approach to technology - ensuring ethics and user rights are not an afterthought. We will openly publish how we measure this and we will always guard against unintended consequences.
We build on what exists We will begin by seeing what’s out there first. If something can be reused ethically, securely and appropriately, we will work together to work out exactly how, and then make it happen.
We are inclusive We will build accessible and inclusive technology and services - putting the needs of users and society first. We’ll strive to consider everyone who could use - or be impacted by - whatever we make.
We work together We will commit to achieving more together through an open and inclusive exchange. If we can collaborate to create a better impact, then we will work as if we were one team.
We share openly We will share our data, insights and learnings ethically and responsibly. Anything we make will be open for others to use.
We hold ourselves to account We will hold ourselves to account, to each other and all those we serve. This will ensure we uphold these principles and collectively help ensure the best uses of digital across the sector.
We are kind We will always strive to push for the right thing to do rather than settle for the easiest thing to do. This will require openness, empathy, fairness and honesty in all our conversations. Difficult conversations will be had compassionately, and mistakes will happen but with kindness we can help each other make everything right.