Lead-Generation Website & Campaign

MOTHIN ALI

CO-DEPUTY LEADER, GREEN PARTY OF ENGLAND & WALES

THE CHALLENGE

From Digital Campaign to National Leadership

When Mothin Ali stood for Deputy Leader of the Green Party, we had less than four months to change the false narrative that had spread online by the far-right, which presented him as an extremist. We started with the website as a source of truth, featuring press coverage from the BBC, The Guardian, and other national outlets in which he was mentioned as the 'Hero of Harehills'.

Following the website, an organic social media campaign focused on gathering testimonial videos and endorsements from members of the party.

He was then elected as Deputy Leader in the first round.

“Hero of Harehills”

— The Guardian

CHANGING THE

NARRATIVE

How we turned values into action

In May 2024, online far-right accounts cut and recirculated a video out of context, falsely presenting him as an extremist. 


During the unrest in Harehills, he formed a human shield between rioters and police, helped put out fires, and was falsely accused of taking part. He received death threats and suspended his social media accounts. 


Full footage later emerged, and the BBC, The Guardian, and The Independent covered what he had actually done—earning him the local title of “The Hero of Harehills”. 

THE SOLUTION

The entire digital strategy and website hub were built and launched in under three weeks with zero advertising spend.

01 — The Website hub as the "Source of Truth" ‍ ‍

Built on Squarespace for quick launch, mobile access, and donations. Updated daily with real-time national press coverage, facts, and verified evidence, the site became the single definitive Source of Truth for the entire national campaign.

It provided an unshakeable, rock-solid background for every social media post, live event, and press response. 


02 — Crowdfunding

Integrated a GoFundMe crowdfunding campaign to cover communication/campaign costs.

Every donation triggered an automated welcome sequence, converting donors directly into active campaign subscribers and distributors. 


03 — Supporters as distribution Engine

A coordinated endorsement video campaign using 23 authentic supporter videos (councillors, party co-chairs, regional officers, and activists) filmed on mobile, edited into standalone and spliced reels, and co-published across TikTok, Instagram, and supporters' own networks.

Backed by the website’s verified proof, social content changed the online narrative.

04 — Press Curation

Maintained a media asset tracker logging positive national coverage (The Guardian, BBC, The Independent, Sky News, Novara Media) and fed it straight back onto the website's press page so the campaign controlled its own evidence base in real time.

05 — Direct Engagement & Response

We built an automated email flows (Action Network) to turn donors and supporters into active campaign distributors. 


LEAD-GENERATION

CAMPAIGN

SUPPORTERS ENGAGEMENTS

SOCIAL MEDIA CAMPAIGN

WEBSITE GROWTH

BRAND DESIGN

THE DIGITAL CAMPAIGN

An integrated online strategy built

on real voices

  • A mobile-friendly website designed for quick launch, daily press updates, secure crowdfunding integration, and direct supporter engagement using Action Network forms. 


  • Real-time curation of national media coverage, sentiment tracking, and editorial publishing to ensure authentic story ownership across search engines. 


  • Setup and integration of crowdfunding campaigns to fund communication and legal tools, paired with automated email sequences to turn micro-donors into active campaign advocates. 


  • A structured framework for briefing, collecting, editing, and co-publishing authentic supporter video testimonials + written endorsments across multiple platforms. 


  • Engagement planning (welcome sequences, newsletters) and an operations manual.

     

The questions I get asked

  • Instead of relying on static websites or one-off social posts, the system connects a central web hub, daily press or evidence updates, crowdfunding, and automated email flows into a single pipeline.

    It turns passive visitors into active, long-term supporters and donors.

  • Traditional websites are designed as static digital brochures. They introduce cognitive friction, lack clear intent-driven navigation, and disconnect search intent from user action. A conversion-engineered page removes unnecessary content and places immediate action triggers directly above the fold.

  • By establishing a daily habit of updating the site with verified press coverage, facts, and live evidence. This turns the central hub into an unshakeable foundation, giving the national social media campaign the solid background needed to immediately refute false claims and win trust.

  • Cause-driven audiences respond to authentic peer stories rather than corporate marketing.

    By equipping local supporters or community members to film short, honest video testimonials, campaigns achieve organic reach and trust that convert viewers into active leads with zero ad spend.

  • Yes. By integrating accessible, high-impact tools (such as Squarespace, Action Network, and Canva), non-profits and grassroots movements can capture, manage, and convert leads with enterprise-level speed and reliability without heavy agency overheads.

Integrated digital campaigns for nonprofits and changemakers