Problem
In multiple countries across APAC, insights into perspectives and engagements of audiences in relation to human rights issues either nationally or internationally (e.g. freedom of expression, democracy, right to education and equality) is lacking.
Approach
A leading human rights organisation contracted Love Frankie to better understand the issues that resonate with national audiences to identify opportunities to engage them in human rights campaigning. Love Frankie conducted research in local languages (using social media analysis, moderated online communities and a national quantitative surveys) to provide increased understanding of this population group through evidence-based insight on the issues that appeal to them, their media consumption and how to most effectively reach and engage them. These insights will inform the design of campaigning strategies across the region and in specific countries, using relatable entry points that engage this new audience in a specific human rights area as identified through the research.
Impact
Our client has insights and campaign strategy recommendations to engage specific segments of national and sub-national communities, including: priority issues, audience segments and personas, digital touch points and potential influencers for engaging this specific community, with a view to achieving human rights impacts.Services
Social media data analysis, qualitative and quantitative research, digital campaign strategy recommendations; workshop facilitation
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