Annual Report 2012–2013 2.2. Communications Evaluation findings Outcome indicator Communication Performance rating On track During the reporting period, the APF undertook a range of information and promotional activities on the role and functions of NHRIs and the activities of the APF. These educational activities are designed to: • improve awareness among political and administrative decision-makers and the wider community of the value and importance of NHRIs • improve awareness among relevant regional governments and agencies of the appropriate functions, powers, structures and legislation for NHRIs established in accordance with the Paris Principles • improve awareness among NHRIs of the legislation, casework, techniques, procedures and outcomes of other institutions both within and outside the region, and • provide information about APF activities to member institutions, governments, UN agencies, NGOs and the general community. The APF employs a number of communication channels to inform members on the role and function of NHRIs and to promote the activities of the APF. Website The APF website was upgraded in July 2011 with content organised in a way that better reflects the needs of different groups of visitors (APF members, new NHRIs, partners and other stakeholders). New content was uploaded on at least a monthly basis and often more regularly. The APF also developed its own YouTube channel featuring audio visual training materials and interviews with representatives of APF member institutions and key stakeholders.3 The 10 new videos posted on the channel over the last year have been viewed on 1,458 occasions. These are mostly short interviews with representatives of APF member institutions or partner organisations. The total number of views of the videos in the 12 months to 30 June 2013 is around 2,200, which includes material previously published to the site from APF training resources on the prevention of torture and conducting national inquiries. The decline in overall usage of the APF website over the last years, as show in Figure 5, appears to have stopped. It remains relatively high at 48,439 visits and 118,171 page views. Importantly, the satisfaction of members with the website remains high, at 4.2 out of 5. In a recent survey, members commented on the usefulness of the YouTube channel and on the good navigability of the website. User feedback about the APF website has also been positive, with the overwhelming majority of respondents to an online survey saying that the information on the website was useful and easy to find. 62.5 percent of all visits to the site came from search traffic. ‘Paris Principles’, ‘women’s rights in Asia’ and ‘issues in Asia’ are among the top five search terms. In addition, campaigns, like the APF Bulletin, accounted for 16.5 percent of all visits, direct traffic for 11.5 percent of all visits and referral traffic, for example, links from other sites, for 9.3 percent of all visits. 3 See www.youtube.com/user/AsiaPacificForum. 2. Enhance members’ communication, cooperation and engagement | 29