Like much of the UK, The Traitors had much of the Forward Action team completely hooked. So hooked, in fact, that we launched a dedicated Slack channel just to dissect every shocking twist and turn. From marvelling at Minah’s masterful recruitment tactics, to mourning Linda’s eventual exit, and debating Frankie’s choice as the Seer, we couldn’t get enough of the action.
But The Traitors has done more than simply entertain the British public during the cold, dark January of 2025. Alexander’s heartfelt tribute to his late brother inspired an outpouring of generosity – raising over £46,000 for Mencap from 2,000+ donations.
So, we decided to dive deeper into the patterns of human behaviour from this year’s series – beneath the betrayals and blind faith were lessons we can all apply to digital mobilisation and charity communications. Here’s what we uncovered.
Urgency is created through live moments
As our Slack channel proved, The Traitors was built to be a shared experience. The show’s midweek airing schedule – releasing new episodes on Wednesday, Thursday, and Friday nights – made it impossible to sit on the sidelines. If you didn’t tune in live, you risked stumbling across spoilers from Instagram meme accounts before you even had your morning coffee.
What does this mean for non-profits? By crafting live, cultural moments that people care about, you can ignite a sense of connection and urgency. People don’t just want to support a cause – they want to feel like they’re part of something big, something happening right now.
People unite through shared values, not demographics
What makes the cast of The Traitors so captivating is their authenticity – they’re real people with real jobs, hopes, and dreams. This relatability is a refreshing departure from the glossy, curated world of shows like Love Island. We’re drawn to the contestants’ raw humanity – emotions are heightened and unfiltered, overtaking logic in a lot of cases!
More importantly, the faithful are united by one shared mission: uncovering the Traitors. It’s proof that common purpose brings people together when it matters most.
What does this mean for non-profits? It’s easy to fall into the trap of defining your audience by demographics alone, particularly when thinking about targeting. At Forward Action, we approach digital mobilisation by uniting people through shared values. By focusing on those common goals, you can inspire a whole variety of supporters to rally behind your cause, uncovering otherwise untapped audiences eager to get involved.
Trust is built over time
A successful traitor is a master of balance – not too loud to draw suspicion, yet not so quiet to be accused of ‘not bringing any names to the table’. Armani took a bold approach early on, seizing control of the narrative – but it wasn’t sustainable, and in doing so, all eyes turned to her. Minah, however, secured safety in the game week on week by skill-fully sowing seeds of doubt, all the while chaos swirled around her.
What does this mean for non-profits? You don’t need to shout from the rooftops to win trust and loyalty – true impact lies in consistency and integrity. We recommend building connections that last through reliable communication, like consistent email programmes, streamlined user journeys, or meaningful owned social content. Over time, your authenticity will resonate louder than any fleeting spectacle.
People power happens in numbers
This season, decisions weren’t just made at the round table – they were forged in whispered conversations, in quiet moments of trust, as allies leaned on one another to navigate the uncertainty. Groups clung together, believing strength lay in unity, only to face the heartbreak of mistaken choices. In the end, togetherness was both their greatest weapon and their biggest downfall.
What does this mean for non-profits? Social proof is a powerful force in decision-making – when people see others taking action, they’re far more likely to follow suit. That’s why tools like totalisers, showing how many have already signed up for a handraiser or petition, can be game-changers. But the real magic happens when causes tap into the power of personal networks. Maximising opportunities for asks and appeals to be shared by friends and family can supercharge engagement. Likewise, creating localised action hubs – for example through WhatsApp groups – can turn support into a movement.
Concrete evidence wins
Like Jake, we often found ourselves despairing as the round table kept voting out faithfuls while Linda thrived as a Traitor. Why? Her infamous head turn when Claudia mentioned “Traitors” was the only concrete evidence of a traitor in the mix. Meanwhile, vague hunches and a “twinkle in the eye” were enough to send true faithfuls packing week after week.
What does this mean for non-profits? It’s too risky to make decisions on your communications through intuition alone. Follow the evidence – for example through testing programmes – to generate learnings that can help you improve your impact. Plus, integrating storytelling with statistics and case studies can help provide evidence of where your organisation’s money goes.
The Traitors is a masterclass in human behaviour, trust, and the power of shared purpose. If you’re looking for support on how to turn these lessons into powerful strategies for your digital campaigns, get in touch at hello@forwardaction.uk. We promise, we’re 100% faithful!