Legalising Assisted Dying for Terminally ill People – Digital Mobilisation for Dignity in Dying

The campaign for assisted dying – powered by a long-term digital partnership between Dignity in Dying and Forward Action – is changing how the UK talks about death, dying and choice. With more than 600,000 supporters signed up through a purpose-built Official Record of Support, and thousands mobilised into activism, together we’ve helped turn overwhelming public backing into political momentum.

From petitions and fundraising journeys to WhatsApp-powered peer mobilisation, our strategy moves people from passive support to meaningful action. Grounded in empathy, data and real-time optimisation, Dignity in Dying have overcome deep-rooted taboos, political hesitancy and years of uncertainty. Today, the campaign is closer than ever to winning legal change, with the Terminally Ill Adults (End of Life) Bill gaining cross-party support and MPs citing constituent pressure as a key influence.

This is movement-building in action – empowering people to share their stories, lobby their MPs and help drive a campaign that is strategic, relentless and humane. With almost 300 million people worldwide already living under safeguarded assisted dying laws, this work is ensuring the UK is not left behind.