In 2010 the IWA began the Inspire Wales Awards, in association with the Western Mail . The Awards aim to raise the profile of Welsh men and women who are making a contribution to our society, to encourage active citizenship and create role models for others. Categories for the awards include the environment, business, education, sport, and arts, media and the creative industries. 2011 sees the IWA/Western Mail Business Awards, celebrating business achievement in Wales.