Mobilising For Dignity: a Digital Movement to Change The Law on Assisted Dying

Over a five-year partnership, Forward Action has supported Dignity in Dying to build one of the UK’s most effective grassroots movements for legal change. Together, we’ve recruited over 600,000 supporters and helped mobilise them into active campaigners – converting thousands into donors, advocacy participants and strategic influencers on MPs. Our innovative Official Record of Support has become the cornerstone of the campaign’s mobilisation programme, recently enhanced with a WhatsApp pilot that’s increased rapid-response capacity during key political moments.

This work reflects Forward Action’s values-led, data-driven and collaborative approach to digital mobilisation. Beyond Dignity in Dying, we’ve supported organisations including Oxfam, Greenpeace and Surfers Against Sewage to adapt and thrive in the digital space. We also invest in the wider sector – offering free training and sharing strategic insights to strengthen the progressive movement.

Our long-term partnership with Dignity in Dying shows how digital mobilisation, delivered with empathy and expertise, can shift public discourse and build political will. With cross-party support growing and legislation advancing, this campaign is a powerful example of what strategic collaboration can achieve.