Media Handbook for National Human Rights Institutions WHEN IS A CAMPAIGN STRATEGY NEEDED? As part of their regular programme of work, and through the special projects they conduct, NHRIs will collect a broad range of newsworthy information. Media and campaign strategies can be developed to support initiatives such as: •• An analysis of annual complaint data received by the NHRI •• The release of the NHRI’s annual report, a major research study or a report card on the “state of the nation’s human rights” •• The NHRI’s engagement with, and the reports of, international human rights bodies and processes, such as the Universal Periodic Review of the United Nations Human Rights Council, the special procedures and the human rights treaty bodies •• Community awareness projects on specific human rights issues, such as the rights of migrant workers or sexual harassment in the workplace •• Celebrations for special days on the human rights calendar, including International Women’s Day (8 March), World Press Freedom Day (3 May), International Day of Disabled Persons (9 August) and Human Rights Day (10 December). A number of NHRIs in the Asia Pacific region have conducted national inquiries into serious and systemic violations of human rights occurring in their countries. These inquiries have collected evidence and personal testimonies on issues such as mental health and human rights; freedom from torture; forcible removal of indigenous children from their families; access to public transport for persons with disabilities; the right to health; and the right to food. NHRIs that are considering establishing a national inquiry should ensure that a comprehensive media and campaign strategy is developed for all stages of the inquiry process, including the initial consultation phase, holding public hearings, releasing the report, follow-up advocacy efforts and stakeholder engagement.17 3.2. SETTING GOALS AND OBJECTIVES 17 A campaign generally aims to achieve one key goal. However, the campaign strategy will also set out a range of smaller, discrete steps – known as objectives – that need to happen in order to achieve that broader goal. Choosing the right goal for a campaign takes time and thought. This process is “half policy analysis, half political intuition”.18 A campaign goal should be compelling enough to grab the attention of the community, the media, opinion leaders and decision-makers. In addition, the campaign goal should be achievable, taking into consideration the social and political environment within which the NHRI operates, as well as the human and financial resources it can reasonably commit to the campaign. 17 More detailed information about engaging the media during and after a national inquiry is available from Manual on Conducting a National Inquiry into Systemic Patterns of Human Rights Violation, published in 2012 by the APF and the Raoul Wallenberg Institute of Human Rights and Humanitarian Law; available at www.asiapacificforum.net/support/resources. 18 Jim Schultz; The Democracy Owners’ Manual: A Practical Guide to Changing the World; 2002; available at http://democracyctr. org/citizenadvocacy/thinking-strategically/. Chapter 3: Media advocacy | 41