Boycott

Martin Luther King was a Christian minister who became a leading advocate of non-violent direct action. He wanted campaigners to confront injustice through peaceful marches, sit-ins and boycotts rather than retaliatory violence. The Southern Christian Leadership Conference, or SCLC, helped organise these campaigns and supported efforts to increase Black voter registration.

In April 1963, campaigners including Roy Hackett organised a boycott of Bristol’s buses. Inspired by the Montgomery Bus Boycott in the United States, supporters refused to use the service until the colour bar ended. A boycott challenged discrimination by putting public and economic pressure on the company rather than relying only on individual complaints.

Consumer boycotts encouraged people not to buy South African products. Disinvestment campaigns pressed businesses and investors to withdraw money from South Africa. The aim was to challenge firms benefiting from apartheid and reduce the economic support available to the regime—not merely to express disapproval.

The West Indian Development Council, including campaigners such as Roy Hackett, organised a boycott in April 1963. Inspired by the Montgomery Bus Boycott in the United States, supporters refused to use Bristol buses until the company changed its policy. Local MP Tony Benn, church groups and university students supported the campaign, helping it gain national attention.