Media Handbook for National Human Rights Institutions In May 2013, the Australian Human Rights Commission produced a 30 second Community Service Announcement (CSA) to support its national campaign, Racism. It Stops With Me. The television spot featured a number of leading sports stars, including Adam Goodes, a highly-respected Australian Rules player of Aboriginal descent. The CSA was launched on the same weekend that Adam Goodes was racially abused by a spectator in a high-profile Australian Rules football match. The incident drew national media coverage and the CSA was featured in news reports, broadcast during television coverage of other Australian Rules matches and played on screens at the grounds were matches were held. Discussion of racism in sport dominated the news agenda for much of the following week and the CSA was viewed more than 240,000 in the first week after it was launched. The CSA can be viewed at http://itstopswithme.humanrights.gov.au/. 3.8. LAUNCHING THE CAMPAIGN The goal of a campaign launch is to focus national media attention squarely on the human rights issue and your recommendation for action. While it is likely that there will be many other opportunities to generate media interest in your campaign, the launch is the one time when the NHRI can interest all of the media at the same time in order to achieve maximum coverage. A launch helps you set the agenda and frame discussion of the human rights issue, emphasizing how your campaign goal and objectives will bring about real and lasting change in people’s lives. As you plan your launch, think about the type of media coverage you would like to see on television and radio, in newspapers and online. This can help you decide on the “when”, “where”, “what”, “who” and “why” of the launch. When The timing of a launch is an important factor in gaining media interest. Is there a way to capitalize on other stories currently in the news? Is there a “human rights day” (see page 52) that would be appropriate? As with other media conferences and media events, hold the launch in the mid-to-late morning so that journalists have enough time to attend and collect all the information and interviews they need to file a story before their deadlines. Where The location of the launch should reflect the theme of the campaign. For instance, if the campaign is focused on access to education, hold the launch in a school or university. Always make sure that the location you choose is easy for the media to get to. If journalists have to travel too far, it is likely that they won’t attend. What Make the launch as much of an event as possible. Include some short speeches or presentations along with other elements, such as a video presentation, music or a dance performance. You could also feature an art or poster exhibition related to the campaign theme. Make sure that the location is colourful, with campaign materials – such as posters and banners – prominently displayed around the room and behind speakers. Chapter 3: Media advocacy | 51