In October 2010, the UK’s coalition government announced swinging cuts to government budgets and public sector jobs. In response, many campaigners pointed the finger at the government for cutting services and jobs while letting the banks pay bonuses and certain private sector companies avoid billions in tax, as they saw it. One group of campaigners – loosely connected and mobilised entirely through social networking sites and mobile phones – selected two campaign targets well known to UK consumers: Vodafone and Sir Philip Green, the owner of Arcadia which includes many of the UK’s leading clothes retailers. Taking to the streets with `tax dodgers’ placards, they organised sit-ins, pickets, flash mobs, and even superglued the main doors of a big clothes shop on London’s Oxford Street. Although only a relatively small group of protestors was involved, this direct action attracted huge media attention, including the financial press. Early evidence suggests that these protests – the first such protests on British streets against perceived corporate tax dodging – have sent shock waves through the private sector.