George Lakey confirms what common sense indicates, that a single nonviolent march or rally isn’t as effective as a nonviolent campaign that persists with a clear strategy over time, including empathy for and understanding of the opposition. He designed the Global Nonviolent Action Database at Swarthmore College, which analyzed over 1,000 campaigns in almost 200 countries. Some campaigns persisted for years, such as the British campaign for Barclays bank to divest from apartheid South Africa took 20 years. Effective campaigns have clear demands and know the influential people to target. They build mass social movements as when four college students did a sit-in at a segregated lunch counter near the campus in North Carolina in 1960, which inspired other student sit-ins in a movement throughout the South.