What is it?
The coalition of charities gathered together 1,200 supporters in central London from all corners of the UK to meet MPs over tea. The supporters thanked the MPs for their support for aid and urged them to call on the government to tackle other key obstacles facing developing countries.
How did they promote the campaign?
It was important to the campaign that the online activity around Tea Time for Change put the supporters' voices first, both before and on the day. In the run-up to the event, the online team created a social webspace, called teamtimeforchange.org.uk, for the supporters. Each of the six charities used their own websites and online social networks to promote the event, but there was also a central Tea Time for Change Facebook page, Twitter account and e-mails.
1,500 people got together at constituency level to check whether their MP had signed up to attend the Westminster event, and to talk, share information and plan the day with fellow supporters.
What happened on the day?
On 9 June, supporters were actively encouraged to tweet and were able to contribute to the live Tea Time for Change blog by email or SMS text, which acted as the hub for pictures, video and comments from the day. The charities, MPs, journalists and supporters involved were all active on Twitter using the #tt4c tag, which trended in London that day.
Third Sector verdict:
By using an online platform, the campaign successfully managed to grow awareness of the event and coordinate different groups of people and charities in the run-up to the day. By tweeting and updating the blog during the day, the charities were able to extend the reach of the campaign beyond Westminster to a global level.