Growing a movement of doctors

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A membership organisation that fights for a National Health Service where every patient is safe and every doctor’s wellbeing matters.


Working conditions are dire and UK doctors are burnt out. Doctors are excessively criticised in the media, let down by their traditional union and stretched beyond capacity due to the consequences of £40bn in NHS austerity cuts made by the Government since 2010.

A  group of doctors wanted to build a movement that would campaign to protect doctors and the NHS. Find out more.

What we did

  • Strategic and practical support to launch EveryDoctor
  • Design a brand identity and logo that would cut through to the target audience (busy, medical professionals)
  • Design, build and launch the EveryDoctor website
  • Develop a fundraising and membership strategy to acquire new members


  • Recruited 330 founding members in the first year
  • Established a regular income stream to support a growing organisation
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What we achieved

new members
raised monthly
press mentions in 2020
MP briefings hosted
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Without Small Axe, our non-profit organisation wouldn't be what it is. Their wide-ranging expertise in branding, strategy and communication allowed us to launch EveryDoctor (a non-profit to campaign to improve things for doctors and the NHS) in early 2019. As a team they work seamlessly, bringing together elements which make campaigns come alive. Small Axe represents the future of political campaigning in the UK. I cannot recommend them highly enough.
Dr. Julia Patterson, EveryDoctor Lead

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