From Commitment to Evidence: Rethinking CSR at Scale
Champions for Change brings together a structured approach to delivering clean-water access with the reach of a global cultural platform, creating a model that combines independently verified impact with responsible visibility. Harry Singh, CSR Advisor to the World Championship of Legends and Co-Founder of Onefilta, outlines how the initiative was developed, how impact is delivered and measured and why it reflects a broader shift in how organisations are approaching CSR.
As expectations around sustainability continue to evolve, organisations are under increasing pressure to demonstrate measurable impact rather than simply intent. Across sectors, the conversation has shifted from what companies say they are doing to what they can tangibly prove. It is within this context that Champions for Change has been developed – an initiative designed to bridge the gap between commitment and evidence, combining structured clean-water delivery with a global platform capable of communicating outcomes clearly and credibly.
The programme was developed in collaboration with the World Championship of Legends, under the leadership of CEO Harshit Tomar, who identified the opportunity to connect the tournament’s global platform to a structured and credible impact initiative. Featuring teams representing England, India, Pakistan, Australia, West Indies, South Africa and Bangladesh, it reflects a considered approach to aligning purpose with platform. For Harry Singh, the ambition is clear: to create a model where impact is not only delivered but verified, understood and trusted.
At its core, Champions for Change is a global clean-water programme focused on addressing one of the most fundamental and unresolved global challenges – access to safe drinking water. Despite significant progress in recent decades, hundreds of millions of people worldwide still lack reliable access, with waterborne diseases remaining a leading cause of preventable illness, particularly among children. Singh is unequivocal in framing the issue: access to clean water is not simply a development challenge, but one of health, dignity and in many cases, survival.
What differentiates Champions for Change from more traditional CSR initiatives is its insistence on clarity and accountability. Rather than relying on broad narratives or loosely defined outcomes, the programme is structured around independently delivered impact, supported by robust monitoring and verification. Accredited NGO (non-governmental organisation) partners oversee deployment on the ground, ensuring that installations are implemented in a way that is culturally appropriate and operationally effective while maintaining independence in delivery. The programme is intended to be delivered in partnership with the Art of Living Foundation, a global non-profit organisation operating in more than 150 countries with a strong track record in community development, water access initiatives and large-scale humanitarian programmes.
The initiative is underpinned by filtration technology developed by Onefilta, specifically designed for use in off-grid and challenging environments. These systems are capable of removing bacteria and pathogens to international drinking-water standards, providing communities with a reliable and long-term solution. However, technology alone is not the defining feature; it is the integration of that technology within a framework of measurement and transparency that gives the programme its distinct credibility.
Each deployment is tracked and monitored, creating a direct and traceable link between investment and outcome. Data relating to water quality, system usage and community impact is captured and reported, enabling stakeholders to understand not just where investment is going, but what it is achieving. Third-party verification and real-time monitoring further strengthen this process, aligning the initiative with increasingly rigorous ESG expectations and removing ambiguity around results.
For Singh, this represents a fundamental shift in how CSR should operate. It is no longer sufficient for organisations to be associated with impact; they must be able to demonstrate it. The emphasis, he explains, is on moving from commitment to evidence, where impact is not simply stated, but clearly demonstrated.
This structured approach also introduces an important environmental dimension. By providing local access to clean drinking water, the need for single-use plastic bottles is significantly reduced, along with the associated transport and distribution footprint. In this way, the initiative delivers both humanitarian and environmental benefits, reinforcing the interconnected nature of sustainability challenges.
While the delivery model is grounded in rigour and accountability, the role of the platform is equally important. Cricket, as a global sport, offers a unique cultural reach, connecting diverse communities across multiple geographies, with audiences reaching into the hundreds of millions across key global markets. Through the World Championship of Legends, Champions for Change is able to engage players, partners and fans in a way that extends beyond traditional CSR communication.
This is not about spectacle or promotion, but about making impact visible and accessible without compromising its integrity. The platform enables stories to be shared, communities to be highlighted and outcomes to be understood, creating a more tangible connection between audiences and the realities of the issue being addressed.
Stakeholder engagement is approached with similar intent. Providing opportunities for partners and participants to see impact first-hand transforms it from an abstract concept into something real and immediate. This not only strengthens external credibility but also deepens internal engagement, reinforcing the value of participation beyond financial contribution.
The broader context in which Champions for Change operates is one of increasing scrutiny and expectation. Moments such as World Water Day continue to highlight the scale and urgency of the global water crisis, as well as its wider social implications. Women and girls, for example, are disproportionately affected by the lack of access to safe water, often bearing the burden of collection and facing associated health and safety risks.
Against this backdrop, Singh observes a clear evolution in how organisations are approaching CSR. There is a growing expectation that initiatives must be measurable, transparent and directly linked to real-world outcomes. This shift is driving the development of models that prioritise accountability and clarity, ensuring that impact can be demonstrated not only in scale, but in specificity – who it reaches, how it improves lives and how it is sustained over time.
Looking ahead, the ambition for Champions for Change is both practical and scalable. At a community level, the focus remains on delivering reliable, long-term access to safe drinking water. At a broader level, the initiative aims to contribute to a more disciplined and accountable approach to CSR, one where evidence replaces assumption and where outcomes are as important as intention.
As the programme continues to evolve, further opportunities for engagement are expected, particularly as the World Championship of Legends prepares to return to the UK for its third season later this year. This ongoing development reflects the initiative’s underlying principle: that impact should not be static, but continually expanded, refined and strengthened.
Ultimately, Champions for Change reflects a wider shift in how global impact programmes are conceived and delivered. By combining independently delivered clean-water access, proven technology and the reach of a global cultural platform, it offers a structured approach that prioritises credibility, measurement and long-term sustainability. In doing so, it challenges organisations to think differently, not only about the role they play in addressing global challenges but about how that role is defined, demonstrated and understood.
For organisations interested in supporting or partnering with this initiative, please contact partnership@wclcricket.com and for more information, please visit: www.wclcricket.com
