Liberties messaging guide explores how to rebuild public support for NGOs working on human rights issues, focusing on how people form opinions and what messages resonate. Research across EU countries show that “undecided” audiences have low awareness and understanding of advocacy NGOs and are not strongly influenced by smear campaigns, meaning their views can shift with clear and effective communication. The guide highlights key approaches: showing how people come together through collective action, linking advocacy to real-life improvements and past societal gains, and using simple, concrete language that connects with people’s values. It also stresses avoiding jargon and overly negative framing and instead explaining why issues matter in everyday life through relatable, positive narratives that build trust and support. Find the guide here.
Source: Liberties