The Power to Change campaign runs on Translink buses in Derry City and Strabane District from March 9 to 23. Advertisements appear inside and outside vehicles, including on bus driver panels and sides. Routes covered include Eglinton, Donemana, Claudy, Newbuildings, Ballykelly, Limavady, Dungiven and Strabane.

Eglinton Community Centre delivers the local phase through funding from the Faughan Local Growth Partnership. The Executive Office's EVAWG Local Change Fund, administered by Derry City and Strabane District Council, supports the effort. The campaign launched in January 2025 with funding from the Police Service of Northern Ireland, Department of Justice and The Executive Office.

The initiative targets men and boys to promote behavioural change and active bystander intervention. It calls on them to examine their actions toward women and girls, reject negative views, confront peers and intervene safely to halt escalating conduct.

Debbie Caulfield, manager of Eglinton Community Centre, stated that bus advertising raises awareness and shifts attitudes. She noted the focus on bystanders who witness incidents and seek to act, and thanked the district council and partner groups for funding and related programmes like healthy relationship courses and self-defence classes for women.

Derry City and Strabane Chief Inspector Cherith Craig called violence against women and girls a community matter and policing priority. She said public transport displays reach audiences effectively and prompt men and boys to reflect on their roles.

Councillor Ruairí McHugh, mayor of Derry City and Strabane District, said men and boys must challenge harmful attitudes to foster respect and equality. He added that the council partners with others to prevent violence, encourage healthy relationships and aid victims, with bus ads extending the message district-wide.

Alderman Keith Kerrigan, chair of the Derry and Strabane Policing and Community Safety Partnership, said PCSP funding supports wider efforts like personal protection classes and male-focused attitude programmes on healthy relationships, coercive control and social media influences.