The Big March
The Big March was conceived of as Beatbullying’s flagship campaigning vehicle for Anti-Bullying Week 2010. The objectives of the campaign were threefold;
- to campaign for Government to consider an Anti-Bullying Review
- to fundraise unrestricted funds for Beatbullying
- to make digital campaigning history by constructing the biggest *connected takeover*
Other significant objectives for us were to provide teachers and young people with an interactive experience (and extensive learning materials) to explore the themes of campaigning and activism and to innovate in the use of technology, both within the sector and beyond.
The idea
In raw campaigning terms, a march or demonstration is one of the most powerful, evocative and engaging activities, and one that can bring about real social change. The idea of the Big March was to bring a protest calling for a Government Review on Bullying into the digital space. It sought to occupy digital real estate rather than streets and neighbourhoods. Avatars with placards representing people with placards and banners, marching across websites in real-time and in a linear fashion, just like a real protest.
How it came about
Beatbullying built a virtual Park, a muster point, a place where users could register to support the Big March and its campaign objectives and access a range of interactive materials. As a user registered their interest, they were invited to make an avatar of themselves, create a slogan or message for their placard and sign the Petition to ask Government to consider the Review. Registration also gave users access to the Big March Park; this was a virtual park that was populated over the two-month campaign period with virtual *tents*, each one containing interactive materials about activism, campaigning, fundraising, raising awareness and getting support. There were also virtual tents for parents and for teachers.
Tents were also *pitched* for partner organisations wanting to promote their own organisation, but also their support for Beatbullying and the Review. Organisations also used the tents to deliver important internet safety information for children and young people, who were the primary target audience for the Big March Park, and indeed, the Big March itself.
Strategic campaigning and fundraising through partnerships
Procuring influential partnerships from within the Third Sector, corporates and the media was central to the campaigning strategy. The Big March was pitched initially to a target group of organisations across these sectors, inviting them to take part and support the campaign, but moreover to secure their place on the route and in The Big March by buying either a place on the route (i.e. hosting the Big March) or pitching a virtual tent in The Big March Park. Both of these option were costed at £5k; several organisations bought both a place on the route and a virtual tent. Other partners contributed by making either a donation or by offering ad space or through online engagement with their own stakeholder groups.