University of Minnesota Human Rights FINAL

It was written by a team of researchers from the University of Minnesota and published in 2017. The report aims to provide guidance on designing effective human rights awareness campaigns while minimizing unintended negative consequences. It synthesizes research from various fields, including marketing, communications, public health, and political science, to identify best practices for campaign design, message framing, media strategies, and avoiding negative outcomes. The report is divided into six sections, covering campaign design, lessons learned from general awareness campaigns, using frames and strategies that work in local contexts, campaign channels and media, unintended consequences, and case studies.