More People: Amnesty International Communications Strategy

Amnesty International UK / Eden Stanley

 

Amnesty International believes that communication is not just the way we tell people about the changes we want to see or that we have created, it's also the means by which we create that change. Communication - motivating people to engage, take action and stand up for Human Rights - is central to our theory of change. In response to ambitious growth goals and a challenging charity context in the UK, we researched and developed a new strategy that's going to teach the organisation to communicate with more, and different, people to maximise our human rights impact.

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