Human Rights – European Union

The 10th of December is the international day of Human Rights, the occasion for the European Union to speak out loud its core values, raise awareness and gather people around them.

HUMAN RIGHTS AND DEMOCRACY A PRIORITY FOR THE EU A FIVE FOCUS ACTION PLAN FOR 2020-2024

1.  Protecting and empowering individuals
2. Building resilient, inclusive, and democratic societies
3. Promoting a global system for Human Rights and Democracy
4. New technologies: harnessing opportunities and addressing challenges
5. Delivering by working together

A VERY SPECIFIC PLAN THAT NEEDS TO BE ADAPTED FOR A GENERAL AUDIENCE

SO LET’S FOCUS ON THE FIRST PILLAR
PROTECTING AND EMPOWERING INDIVIDUALS

OUR OBJECTIVES
1 Create awareness
2 Create views and traffic
3 Create conversation and engagement

OUR TARGET
THE LARGER, THE BETTER

But as we are communicating and amplifying through a digital eco-system, we can focus on:

• 18-39 years old: students, young adults, young workers, young parents
• Male & female
• Interest in culture, art, cinema, new technologies, travels, ecology, social causes

OUR STATEMENTS

1 Don’t be too political
We need to raise awareness among people not to be moralizing

2 Use art and cultural bias
Through art and culture you create emotion and emotion is the way to consciousness and engagement

3 Use multiple channels
Use large audience medias support to amplify our voice

IMPLEMENTATION

EVENT MANAGEMENT
An event you created that is to keep, it should become a rendez vous over the years.
2 or 3 new Thaï artists to express themselves about the Human Rights From 12th to 26th of December

To go further:
Create a contest among students in photography schools about children and health and propose to be exposed during the event as a reward.
Objective: engage a younger target who can then raise awareness by using word of mouth.

PUBLIC RELATION
Celebrate the exhibition opening, invite journalists, influencers and Human Rights defenders to come and enjoy special contents:
– Artists talking about their creating process about Human Rights
– Thaï lecturer (TEDx format) on a specific subject : freedom of speech, women rights, LGBQTI+…
– Goodbye pack with goodies and pamphlets to highlight local associations and Human Right defenders.
– Raise funds by organizing an auction on art pieces produced (partner with Sotheby’s or Christies) Video captation of the event to create social content.

DIGITAL MEDIA & SOCIAL MEDIA STRATEGY PLAN
Partner with strong local media to create awareness and make people come:
– Create editorial content about Human Rights and the exhibition
– Create video content with the artists Use their social media as a relay Appear on their agenda for cultural events
– Display ads on their website Ad page in the print magazine

Communication period
From 4th to 19th of December

Partner with a podcast broadcaster and create specific content,s maybe by associating a local association or organization.

Possible topics:
Women rights
Children rights
LGBQTI+ rights
Access to health Freedom of speech Immigration and refugees

TVC CAMPAIGN
Produce an ad for the exhibition and broadcast it in cinemas.
The film can also be used for a social media campaign.

PRINT CAMPAIGN
The targeted campaign is around cultural areas, shopping zones, schools and transportations.

AD CAMPAIGN
Use the movie produced for cinemas and use it as a campaign on social media too:
– As a story with a Swipe uplink to the Yelo House website to know more about the exhibition
– As a post to recruit followers

CONTENT CREATION
Use the Facebook account to share all the content produced (movie, KV, interviews) but also create content to talk about specific subjects, use poll in stories to engage the community and know about what subjects they want to talk about or know more or express. Use sponsoring for each post in order to speak to the right target and create more reach.

Communication period
From 4th to 26th of December

THE ART OF HUMAN RIGHTS IN THE FUTURE

FROM AWARENESS TO ENGAGEMENT
This event has a high potential and has to evolve over the years.
If the first 2 or 3 years are about settling the recognition of this exhibition, it is in order to finally engage people but not only.
We can use the powerful image of the EU and the ambition they have to partner with local and global NGO but also with economical actors such as big companies which are eager to profit from image transfer by associating to projects helping humanitarian causes.
The ambition is to become a charity event such as the UNICEF Gala, helping NGOs, philanthropists, companies to meet, commit and donate to the causes.

A LONG TERM VISION
– Make of The Art of Human Rights an annual Rendez-vous
– Use large audience digital and classic media to amplify, create content and give us a voice in Bangkok but also on a national level
– Strengthen paid media strategy on social media in order to optimize reach and engagement
– Use this event as an occasion to highlight NGOs with whom people can engage in order to create awareness but also to value action
– Use the EU ambition over Human Rights to partner with NGOs, philanthropists, companies in order to raise funds