01

WHAT DO WE WANT

We’re a not-for-profit with one goal: to create movements that are progressive, hopeful and powerful, to inspire people to act on the most pressing issues of our time.

02

THE FIERCE URGENCY OF NOW

We see the world as it is – rife with inequality, environmental neglect and elitist politics.

Never in our lifetime has the future felt so insecure. But this isn’t a time to hang back, it’s a time to grab onto hope, that’s why we are ambitious about building up leaders and movements to bring about the change we need.

03

HOW?

We run integrated campaigns that win change. Every campaign is different, every audience unique, whether you’re starting from zero on the day a snap-election called, or you’re planning a global campaign and you need help getting funding. See what we we’ve done and get in touch to figure it out together.

04

WHO WE PARTNER WITH

We partner with courageous causes to build a better future. We don’t work with corporations, we don’t do CSR and we don’t extract profit from non-profits.

For example, we’ve politely declined to work with:

a.

Reform, because they are sponsored by companies like Serco, ripping the heart out of our services.

b.

Tony Blair Foundation because, well, Iraq was enough.

04

HISTORY

We were founded as a co-operative in 2011, in the aftermath of the financial crisis. Our vision was simple: transform the progressive movement with better communications. Since then we secured one of the few victories in the 2015 election, working on Caroline Lucas’ re-election campaign. In 2017 we helped deliver a hung parliament with the biggest and most effective third-party campaigning operation in the UK, delivering for School Cuts and the Progressive Alliance, reaching 7 and 4 million voters respectively, swinging 750k votes for education and doubling the number of voters voting tactically.

05

WHY SMALL AXE?

We borrowed our name from Bob Marley’s “Small Axe” because it summed up what we set out to do.

“So if you are the big tree, we are the small axe, ready to cut you down (well sharp)”

We know that with a good strategy, the right tools and passion, you can bring down big trees.

06

WE CAN WIN

In 2016 we partnered with Dan Firth, who joined us as our Political Director to build on a shared idea, to find and recruit local leaders to run for office for progressive parties. That idea became We Can Win, with funding from JRRT, Roddick Foundation and Open Society Foundation we trained over 100 people, and helped residents win historic victories in the City of London, now with an unprecedented five elected Labour councillors. Dan is now building this vision as the Director of Organising at the Labour Party.

07

DXDY

In 2015 we incubated a team of technologists in Colombo, Sri Lanka. This year, DXDY went fully independent. They specialise in organisational websites, mobile applications, migrations, data warehousing and system integrations. We continue to collaborate.

08

OUR TEAM

We work with a core team of strategists, designers, technologists and organisers. And a roster of the best partners.

Hollie Pycroft
Hollie Pycroft
CAMPAIGNS MANAGER

Hollie Pycroft is a Campaigns Manager, originally from Yorkshire, with a background in politics and copywriting. She worked on her first campaign whilst volunteering for the Obama re-election in 2012; today, she brings a passion for powerful messages to the Small Axe team.

Jose Guerra
Jose Guerra
SENIOR DESIGNER

Hollie Pycroft is a Campaigns Manager, originally from Yorkshire, with a background in politics and copywriting. She worked on her first campaign whilst volunteering for the Obama re-election in 2012; today, she brings a passion for powerful messages to the Small Axe team.

Jana Mills
Jana Mills
CREATIVE DIRECTOR

Hollie Pycroft is a Campaigns Manager, originally from Yorkshire, with a background in politics and copywriting. She worked on her first campaign whilst volunteering for the Obama re-election in 2012; today, she brings a passion for powerful messages to the Small Axe team.

Jana Mills
Jana Mills
CREATIVE DIRECTOR

Hollie Pycroft is a Campaigns Manager, originally from Yorkshire, with a background in politics and copywriting. She worked on her first campaign whilst volunteering for the Obama re-election in 2012; today, she brings a passion for powerful messages to the Small Axe team.

Jana Mills
Jana Mills
CREATIVE DIRECTOR

Hollie Pycroft is a Campaigns Manager, originally from Yorkshire, with a background in politics and copywriting. She worked on her first campaign whilst volunteering for the Obama re-election in 2012; today, she brings a passion for powerful messages to the Small Axe team.

Jana Mills
Jana Mills
CREATIVE DIRECTOR

Hollie Pycroft is a Campaigns Manager, originally from Yorkshire, with a background in politics and copywriting. She worked on her first campaign whilst volunteering for the Obama re-election in 2012; today, she brings a passion for powerful messages to the Small Axe team.

Jana Mills
CREATIVE DIRECTOR
Dana Airapetjana
CAMPAIGNS MANAGER
Luke Walter
CAMPAIGNS MANAGER
Damiaan Melis
DESIGNER