Living and Dying Well (LDW) came to us with one clear goal in mind: to defeat the Assisted Dying Bill. The challenges were numerous. This was a David v. Goliath battle against the well established, better financed and celebrity-backed Dignity in Dying campaign. In comparison, LDW were a think tank with little experience of campaigning or recognition within government. We needed to establish LDW as the main voice of the opposition for the legalisation of suicide and we had just 4 months to do it.