Friends of the Earth needed to convince UK citizens to speak to their representatives in Parliament asking for a strong climate change law.

To engage people with the cause we came up with The Big Ask March. A campaign centred in a very simple idea: updating the protest march for the digital age by creating a virtual protest march.

The centre of the camaign is a site where people can upload videos and animations showing how they feel about climate change. After uploading their contribution, an email is sent to their local MP and they become part of the march on the front page of the site.

We also made an ever-changing cinema ad, which is re-edited regularly to incorporate new videos uploaded by users to the site.

Since The Big Ask launch, more than 172,000 people have contacted their MPs, over a thousand videos and animations have been uploaded to the site, and 64% of Parliament members signed a petition for a strong climate change law.

Watch a video about the campaign
(judges please start here)

Visit the website

Watch the dynamic cinema ads - 01 - 02 - 03 - 04