The guide refers to communication on human rights to the supporter base and to the moveable middle. Public audiences tend to divide into at least three segments. Those who are solidly in favour of human rights, those who are solidly against, and those in the middle. This middle group can usually be broken down further.
The guide is divided into three parts. Part One sets out four general rules for how to talk about human rights. Part Two outlines how to structure a persuasive message. Part Three offers guidance on what kinds of visual materials to use when delivering your message over social media.
Readers who are communicating specifically on the rights of people from marginalised groups should use this guide in conjunction with the guide ‘How to message on the rights of people from marginalised groups’. The latter contains additional techniques you should incorporate into your messaging to bring people from marginalised groups into your audience’s circle of concern.