The Opportunity Agenda Offers "Human Rights Communications Toolkit"

With U.S. Supreme Court decisions expected on juvenile life without parole this spring, the time is right to influence public opinion and public policy on this issue. Armed with our new Human Rights Communications Toolkit (PDF), our staff and partners will be using cutting edge media and communications strategy to move hearts and minds and change laws around the country.  -- Alan Jenkins, Executive Director, The Opportunity Agenda

HOW TO USE THE TOOLKIT (downloadable below)
This toolkit offers ideas, recommendations, and best practices for promoting human rights in the United States through media and other communications. The suggestions included here are rooted in a large body of opinion and media research; in established communications techniques; and in the shared experience of hundreds of advocates, policymakers, and communications strategists. The Opportunity Agenda hopes readers will use this collective knowledge to build greater understanding and support for human rights at home and abroad, creating a more just society and world for us all. The opinion and communications research that underlies our recommendations explored a variety of topics:

• Are target audiences open to understanding the issue as a human rights issue?

• What’s the most effective human rights argument for persuading audiences on the issue?

• If human rights messaging is not effective (or is counterproductive), what other messaging approaches might better persuade audiences to embrace a policy solution that would, in practice, uphold the right in question?

The toolkit includes advice along each of those parallel tracks. In many cases, readers will find that leadingwith alternate themes, such as the opportunity for rehabilitation or workable solutions, can open the door to more detailed discussions that introduce human rights explicitly to skeptical audiences.

This toolkit is also designed for readers to use in modules. For those looking for quick tips or language,the At a Glance section within each issue area provides short and easy-to-find advice and sample language. For those wishing more context, we have also included longer explanations; summaries of the research; framing and messaging overviews; and longer examples of messaging.

Attachment	Size
HumanRightsToolkit(2009)_0.pdf	1.91 MB