One organisation: Beatbullying. Taking on one mission: To get the world standing up against bullying.One Day – March 1, 20121m people marching to a virtual United Nations for children’s rights.Why?Bullying is a worldwide issue, with bullying online (cyber bullying) a large, and growing issue. Beatbullying wanted to use the internet for good and its clout as a major UK charity to draw the world’s attention to fighting bullying. We called for the United Nations to add bullying to the UN Convention for the Rights of the Child.How?We created The World's First Global Protest March, taking place on March 1, 2012.

Who?Hundreds of organisations, schools and individuals from 98 countries across the world pledged their support. Every one of them built a mini likeness of themselves, in the form of a digital avatar, which set foot on the historic, digital march across the internet. Over 30 famous supporters from the worlds of politics, entertainment and sport joined including Stephen Fry and Desmond Tutu.

Corporate and third-sector partners, like Facebook, Google and The Sun, allowed The Big March (TBM) to walk across their websites showing industry solidarity for the cause.Why it worked so well:Digital protesting is the future of campaigning, a simple way to enable people to demonstrate their belief in a cause.

Mass Awareness:- Beatbullying ambassador Aston Merrygold, lead singer of band JLS, announced The Big March 2012 at the start of Anti-Bullying Week.- Aston recorded a video asking people to sign up to The Big March.- Aston tweeted about TBM to his 700K followers.High-Profile Supporters:- Approached well-known people and asked them to join The Big March, create a digital avatar and tweet their involvement.- Including Stephen Fry, Pixie Lott, Kathryn Jenkins, the cast of Channel 4’s Hollyoaks and Archbishop Desmond Tutu.

- Worldwide organisations got on board each, allowing TBM to walk across their websites, including Google, Facebook, Disney, Clarks, Universal Music.- International charities signed up including PEAS (Africa), Parentline (Australia), Child World Cancer and the GirlGuiding UK.Lobby the United Nations:- Used media coverage in press titles read by key opinion formers to drive the message behind The Big March.- Connected with cross-party MPs.- Brought on board global supporters.

Activity and ResultNumber of supporters: £1,004,721m;Countries represented: 98, including Brazil, USA, Australia;Schools signed up: 350;Corporations signed up: 31, including Facebook, Orange, Google, Universal Music, MTV, The Sun;University students: 190,500;Charities signed up: 44 including Diabetes UK, World Child Cancer Celebrity/well-known supporters: 30, including Stephen Fry, Archbishop Desmond Tutu and Sir Michael Parkinson.Arch Bishop Desmond Tutu: “ I am thrilled to know that my involvement in Beatbullying’s The Big March 2012, the world’s first global march, will help promote positive change for the protection of young people against bullying across the world.”