42% more mainstream engagement for UNHR

LOGIQ

42% more mainstream engagement for UNHR

We partnered with United Nations Human Rights to expand support for migrant rights beyond the echo chamber and into the mainstream.

client

UNHR

timeline

3 months

outcome

42% engagement increase

challenges

ALGORITHMIC LIMITATION

UNHR's social impact was being limited by the algorithm that only served their content to an echo chamber of pro-human rights intellectuals.

INACCESSIBLE MESSAGE

Their content, while in-depth, academic and functional — well-suited for a specialist audience — wasn't cutting through, limiting mainstream engagement and negatively affecting algorithmic performance and overall reach.

MINIMAL SOCIAL IMPACT

By primarily engaging those already aligned with human rights values, UNHR was missing opportunities to shape wider public discourse and accelerate their mission of concrete social change.

CLIENT'S ORIGINAL MEDIA

process

AUDIENCE MAPPING

We combined open-source polling data with targeted stakeholder and public interviews to identify our maximum persuadable audience and understand their key concerns.
Although a majority of Mexicans recognize the importance of human rights, the overriding concerns we heard repeated again and again were cartel violence, corruption, impunity and the cost of living crisis.

POSITIONING

Given the gravity and urgency of people's security concerns, reframing the message too strongly risked appearing out of touch. Therefore, we focused on 'empathy' as our primary user experience strategy.
While empathy is the go-to approach for most NGOs, we typically combine a range of user experience strategies to cut through the crowded landscape and grab audiences with compassion fatigue. In this case, we aimed to present empathy with fresh, engaging framing.

TARGETING INNOVATION

We turned off targeting automation and AI optimisation which tend to reinforce engagement within existing echo chambers.
Instead, we reached a broad mainstream audience, targeting them through proxy cultural interests such as pop music, TV, series and movies, which trends data corrolated with the persuadable middle.

Strategy

We developed multiple messaging angles to cut through and connect with the typically disengaged middle.

We reframed crisis through the eyes of a child to boost empathy
We borrowed upbeat graphic and audio styling from pop culture, for a light philosophical meme type vibe
And we aimed to connect with something common to all parents - that you'd do anything to keep your kids safe

Driving impact with data

To quantify our impact on both the echo chamber and the mainstream, we used an innovative experimental methodology:

We tested UNHR's original content against the new content with both the old audience and the new, mainstream audiences
We compared the cost-per-engagement of the different media with the different audiences
And we optimized engagement with most the impactful audience / message combinations

results

More mainstream

engagement

Equal echo chamber engagement

No increase in media spend

significance

REDUCE POLARISATION / increase consensus

The results show it’s possible to significantly expand mainstream engagement – by up to 42% – with pro-rights content & ideas

MAINTAin support with the base

And the equal cost-per-engagement with the echo chamber shows we can grow into the mainstream while still keeping the base onside

increased COST effectiveness

Overall, that means we can reach more people with more media touchpoints. We can increase macro social impact, and we can expand our potential donor pool without needing to spend more on distribution

Case studies