This case describes how a four-year campaign galvanised the British public and local MPs to change the mind of successive Chancellors and save the beer and pub industry £2.5bn in profits. The strategy reframed the issue of beer tax, and used the Parliamentary process, to orchestrate a protest movement that simply couldn’t be ignored. Messaging used films, social and PR to mobilise the nation. Over 19m people reacted to posts, and films were viewed more than 45m times. Most importantly, the campaign converted awareness into action to overturn the decision at the top.