Barclays Behave

Tell Barclays to stop promoting tax havens in Africa

The campaign

- Highstreet name

- Complex international issue

Strategy

- Reputation of new CEO as cleaning up the business

- Insider and outsider

- Some international coordination

E-Actions

- Email to CEO Antony Jenkins

- 10,000+ emails sent

- Secured meeting with top execs, flown in from across the globe

- Twitter actions- Targetting @BarclaysOnline (UK customer

support team)

- 14 tweet variations from email

- Over 300 tweets

- Facebook action driven by email

• Email our on the day with a picture from our stunt

• Asked people to tweet #BarclaysAGM to catch attention of delegates

• No pre-written tweets, high quality and low volume were important

…Lots of meetings and discussions behind the scenes

(partial)

VICTORY!Barclays commit to stop promoting tax havens to

clients in Africa (but they’re still providing them)

Questions?

@[email protected]