It began on 8 August in the wake of the EU referendum result with a campaign video (see below), launched on its Facebook page, responding to a surge in hate crime following the Brexit vote.

The film explained that newspapers such as the Daily Mail, The Sun and Daily Express were profiting from stories and headlines that distort the truth about immigrants but that advertising revenue was a means by which these media outlets could be brought to heel.

It called on brands to divest their advertising spend from media outlets which, it believes, promote prejudice.

Since then, the campaign has grown into a grass roots phenomenon, with more than 210,000 likes for its Facebook page and in excess of 65,000 followers on Twitter.

A 'brandjamming' campaign in November, which piggy-backed on the hashtags of popular Christmas campaigns, including John Lewis' Bounce, brought it to the attention of an even wider audience.

The campaign's first major victory came when Lego announced in November that it had no plans to continue a promotional tie-up with the Daily Mail, but attempts to get Virgin and Walkers crisps to withdraw advertising have, so far, gone unheeded.