On Saturday 28 March 2026, half a million people gathered in the biggest march against the far right in British history. In just four months, we supported the launch and mobilisation of Together Alliance, a new initiative bringing together over 500 civil society organisations from across the country. The goal: to demonstrate that love, hope and unity would always be stronger than the hate and division of the far right.
We were brought on a week before launch, with just 17 weeks to the march itself.
Our measure of success? Bringing together the labour, environmental and justice movements alongside faith institutions and community groups to turn out on the streets of London against the far right.
We knew we needed greater numbers than the 100,000 the far right managed in 2025.
To do so, we needed to translate the movement's growing energy into a tangible, nationwide display of unity, proving that the majority are good, kind, and decent.
We used creative, digital, and organising to deliver everything from:
Small Axe produced the launch video for the Together Alliance in just four days, launching the Alliance across six social platforms.
We further developed the existing brand to deliver high-impact materials and digital assets, designing creative that visually demonstrated the open, welcoming and family-friendly atmosphere of the event.
Following the launch, we built a large-scale digital campaign to mobilise attendees for the march, rapidly building a mailing list from zero to over 28,000 active supporters in just 17 weeks.
68 MPs became co-signatories of the Together Alliance, representing 4 political parties.
We built digital platforms from the ground up, from email to social to web. Ensuring everything from copy to creative was representative of our growing coalition.Our digital campaign collected over 200 personal testimonials from supporters on why they chose to march. These stories were used throughout the campaign to ground our messaging with real-world urgency.
Interactive maps
32,000+ views
We built, maintained and publicised two interactive maps from scratch, providing vital access information for participants.
Coaches
136, nationwide
We created the infrastructure to liaise with community-run coaches, responsible for bringing thousands of attendees to the march.
Stewards
420+ volunteers
We launched the digital infrastructure to support the dissemination of information to all volunteers and ensure the safe running of the march.
Digital toolkit
500+ Alliance members
We launched a resource hub for organisations to maximise local mobilisation, complete with digital assets, links and logistics information.
Small Axe doesn’t just design campaign messaging; we build the robust digital backbone required to move large communities safely and effectively.
The campaign culminated in a record-breaking national demonstration: the biggest march against the far right in British history.
In just four months, we mobilised more than half a million people across the country by using a comprehensive digital strategy to support on-the-ground action.
The march reached a huge cross-section of society. From teachers to faith leaders to firefighters, our message was loud and clear: the majority are united against the far right.
