Liverpool-based outdoor media company Huge Media has helped national campaign group 38 Degrees deliver a high-impact digital campaign outside Parliament, voicing public opposition to proposed welfare cuts affecting sick and disabled people.
On Tuesday 2 July, Huge Media’s digital ad van played a central role in a coordinated political protest in Westminster. Organised by 38 Degrees, the campaign aimed to raise awareness of the Government’s proposed reforms to disability and sickness benefits, with mobile messaging designed to reach MPs as they arrived to vote.
The digital van carried bold slogans such as “Say No to Cruel Benefits Cuts” alongside a live supporter counter, which has now surpassed 120,000 signatories. Real quotes from individuals directly affected by the policy proposals were also shown, placing the voices of disabled people at the heart of the campaign.
Initially planned for the previous Friday, the campaign was paused when ministers appeared to soften their stance. But as concerns re-emerged over the weekend, Huge Media quickly remobilised the campaign, ensuring the van was in place outside Parliament when it mattered most.
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The campaign gained widespread media attention and received public support from a group of 17 MPs who stood with the vehicle during the action – boosting its visibility across major TV and online news outlets.
Unlike a traditional media campaign, this initiative was funded entirely by supporters of 38 Degrees in just a matter of days. Huge Media worked directly with the campaign team to bring their message to life, providing a flexible platform for real-time messaging in a fast-moving political environment.
“This wasn’t driven by a marketing agency or a PR team,” said a spokesperson for Huge Media. “It was powered by people. We’re proud to support organisations like 38 Degrees in delivering bold, meaningful campaigns in the places where decisions are made.”
Huge Media’s involvement in the campaign reflects the increasing role of mobile digital media in advocacy and rapid response campaigning. With the ability to update content in real time and navigate directly to high-footfall or politically significant locations, mobile digital vans offer unmatched visibility for issue-based organisations.
The 38 Degrees team expressed their thanks to Huge Media, adding: “It was such a powerful moment, and we’re really glad to have been able to go ahead with it.”
