FRA: comms strategy and implementation

It’s more than 70 years since the Universal Declaration of Human Rights came into force. And 12 years since the European Agency for Fundamental Rights (FRA) was established to support EU Institutions and Member States in maintaining and improving Human Rights.

Every couple of years the FRA brings together a broad community of MEPs and Commissioners, alongside activists and academics to discuss how to maintain and improve Human Rights in Europe.

We were tasked with developing and implementing a communications strategy and creative direction to ensure delegates at the 2018 Fundamental Rights Forum had the best possible experience.

But our communications strategy also had to ensure that the issues raised at the Forum were noticed, shared and discussed by people hundreds of miles away.

People who would never consider themselves part of the Brussels policymaking bubble.

We developed a twin-track approach focusing on owned and earned channels

Create strong visual branding and content across all print, video and digital channels to signpost specific areas of interest for delegates

Identify and then work with genuine Human Rights influencers so they shared their experiences to motivate a broader community

We worked with FRA’s in-house team to deliver that multichannel communications strategy.

From producing the branding guidelines for the three-day Forum and content for the 600+ delegates packs, through to interviewing VIPs knowing that they would retweet our link to their interview.

Our communications campign helped to generate double the page views and social media engagements compared to the previous Forum

The stratgey helped to deliver 2.5m video views for one film created by an ‘influencer’ delegate invited to the Forum

The hashtag devised for the Forum was used more than 2,500 times.