Route B:

March to Retail

Location: From Kelly Ingram Park (16th Street North & 6th Avenue) to Retail District (19th Street North & 2nd Ave)

SCLC organizers learned that they could apply economic pressure on White businesses with more effective results than moral persuasion alone to force an end to Jim Crow segregation and win equal treatment. Thus, the central strategy of the non-violent Birmingham Campaign (dubbed “Project C,” with “C” meaning “confrontation”) targeted the city’s retail base. The campaign started with sit-ins at lunch counters, and later, boycotts and picketing of Birmingham’s retail stores to disrupt White businesses and to force negotiations.