The People’s Million

In 2016 we launched a campaign for the White Helmets to win the Nobel Peace Prize

Case study

Nominating the White Helmets for the Nobel Peace Prize


Although we were desperate for the White Helmets to win, the announcement did not go their way. Disappointed as we were, we wanted to see what we could to provide further opportunities for those who had engaged in the campaign to show support.

In this video, campaigner Anna Nolan explains why we thought we could find another way to get funds for the White Helmets, using the NPP campaign:

Once we read that the winner of the Nobel peace prize receives $1 million, we thought: that’s it! Let’s get that for the White Helmets! Just hours after the announcement, while the news was still fresh, we launched an email and social media campaign to raise ‘the People’s Million’ for the White Helmets. We succeeded in surpassing this amount in days.