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In a fast-moving and highly charged political moment, Refugee Council needed to demonstrate visible, widespread opposition to new government asylum proposals. The challenge was how to enable supporters to take a high-impact political action like contacting their MP, without the friction that often causes people to drop off.
Using Movement’s Email-to-Target tool within Pages, Refugee Council launched a campaign that allowed supporters to email their MP directly in just a few simple steps. Supporters entered their postcode, were automatically matched to their representative, and could send a pre-written (but editable) message expressing their concerns. The entire journey was designed to feel quick, intuitive, and empowering.
The results were immediate with thousands of supporters able to take part, sending a clear and coordinated signal of public concern straight to Westminster. By removing technical and cognitive barriers, Refugee Council transformed what is usually a high-bar action into something accessible to anyone motivated to act.
This digital mobilisation sat alongside a broader period of activity and visibility for Refugee Council. In the weeks leading up to and following the campaign, the organisation received significant national media coverage, reinforcing the urgency of the issue and amplifying supporter voices. Over the 2025 Christmas period, Refugee Council also ran a complementary action inviting people across the country to write letters of welcome to refugees. This was a powerful, human response that generated warmth and further press attention at a time often dominated by hostile rhetoric.
Together, these actions showed the value of pairing political pressure with human connection. While the Email-to-Target campaign ensured MPs could not ignore public opposition, the letters of welcome reminded audiences and decision-makers what a more compassionate approach could look like.
From a campaign perspective, Movement Pages gave Refugee Council the confidence to move quickly, manage large volumes of supporter action, and keep data clean and organised throughout. Built-in analytics allowed the team to track momentum in real time and demonstrate impact internally and externally.
Key takeaway:
Removing friction from high-bar actions dramatically increases participation. When supporters can act quickly and confidently, campaigns gain both scale and credibility, meaning decision-makers are forced to listen.
