2016-2017Human Rights Watch: Student Task Force

Public Relations Campaign

Communication. Awareness. Participation.

Prepared by

California State University, Long Beach

Erik ArenasAccount Manager

Justine dela RosaDirector of Research

Aaron EspinosaDirector of Digital Media

Genesis GalenoDirector of Public Identification and Analysis

Marissa GomezDirector of Strategy and Tactics

T a b l e o f c o n t e n t s

Executive Summary

Situation Analysis

Target Audience

S.W.O.T. Analysis

Research

Themes and Key Messages

Goals and Objectives

Budget

Timeline

Evaluation

Appendix

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The Human Rights Watch Student Task Force (STF) is a high school organization in the Los Angeles area that brings students, educators and the community together to advocate for human rights, especially the rights of children. STF operates as a youth-leadership program in which students and teachers develop the skills and receive the knowledge necessary to become active global citizens who care about human rights. By teaching and educating students about human rights, STF believes the students will value their own rights, feel empowered and protect universal human rights. Each year, STF trains about 200 students and educators about human rights activism and education, who in turn reach out to more than 20,000 students and teachers in their combined high school communities. Currently, HRW STF is present on 14 high schools in the Los Angeles area, but is looking to expand its presence in Southern California over the years. La Forza Public Relations was presented with the opportunity to work with the Student Task Force to create a campaign during the 2016-2017 year that would address some communication issues affecting the organization and also include our professional opinions about maintaining efficient internal and external communication. For this particular campaign, we have organized our presentation revolving around our unique CAP approach in which we will present ways to better:

Communication Awareness Participation

Through our CAP strategy, we present solutions to the problems facing the organization such as, how can STF communicate more efficiently with its members? In what ways can STF continue to spread awareness for human rights? What are ways to encourage members to actively participate in the organization so that they retain their membership and interest in the club? Lastly, we strongly believe in the message of the organization and we worked to create a campaign that places an emphasis on the key element of the organization: human rights. As a result, we worked closely to ensure our ideas were genuine and organic. Collectively, we were inspired by the efforts of HRW STF to advocate for human rights because it’s an important topic for the youth to start discussing so that they are aware about issues that matter.

Executive S u m m a r y

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S i t u a t i o n A n a l y s i s

It has been determined that communication and awareness are the overarching issues in our campaign. The STF headquarters has struggled to find an effective way to communicate with the STF school chapters and advisors. STF is not well-known in the community and wants to raise awareness of who they are and what they do. In collaboration with the STF, La Forza Public Relations has created a campaign for the 2016-2017 year to increase communication efficiency within the STF staff and among existing members and to raise overall awareness of the program.

At the moment, STF emails members a weekly newsletter that contains a news story relating to the current campaign initiative or a blog post with an update about an event hosted by one of the chapters. There are also some newsletters with information about an upcoming event and details on how to sign up for the event. The newsletter click-through rates are extremely low. We believe that there are opportunities to improve the click-through rates by revamping the newsletters to include new content and change how often they are sent out.

The STF chapters all hold different events to create awareness for the campaign initiative that the group as a whole is working on for that year. Events have included rallies, die-ins, workshops, discussions and speaker panels. We see the opportunity to hold some events throughout the school year in order to create a sense of community between the STF chapters.

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Current STF Student Members

Parents STF Advisors

T a r g e t A u d i e n c e

High School Students

Teachers and faculty involved

For this campaign, we have several target audiences that play a role. The current STF members are critical to the organization’s and our campaign’s success. In order to communicate effectively internally and externally, we have determined our target audiences to be:

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S W O TA n a l y s i s

• Human Rights. Human rights issues have the ability to change people’s hearts and their minds. It’s a very important subject.

• Members feel like they are part of a “change” and something bigger than themselves.

• Protection and safety of students is always a priority.

• Human Rights Watch headquarters are within close proximity to most high schools, which allows STF members to attend events hosted by the larger HRW organization.

• Donors and parents are supportive of the cause.

Strengths• The website for STF is very bland, outdated

and it’s not aesthetically pleasing. • Tagline/slogan is too broad. • Current newsletter is ineffective due to its low

click-through rate. • The key message of the organization seems

to be unclear and secretive to new potential members.

• Weak social media presence. Other competitors such as Key Club International and UNICEF have a strong social media following.

Weaknesses

• Create a new slogan/tagline that simplifies and clarifies the message of the organization. Simplicity and clarity are key. Taken directly from the words of Kristin, “Youth advocating for youth” would serve as a better alternative slogan.

• Redesign and restructure the website. • Revamp the current newsletter.• Create events that are inclusive, not just

members and teachers.• Establishing a social media presence using the

most convenient platform for the organization. • Make our target audience more active.• Improve STF’s work and communication

efficiency by assigning the interns specific roles and tasks.

Opportunities• Social media poses a threat to the privacy and

protection of the students. • If key messages are unclear, the organization

could lose members.• STF has only existed since 1999. Our

competitors have been established longer, are bigger, well-structured and they have more resources available. E.g. Youth for Human Rights, UNICEF, Key Club International.

• Our budget is $0. • We don’t have much manpower.

Threats

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CompetitorsYouth for Human Rights - Youth for Human Rights is a nonprofit founded in 2001 that is supported by membership donations. The purpose of YFHR is to teach youth about human rights, specifically the United Nations Universal Declaration of Human Rights, and inspire them to become advocates for tolerance and peace. YHRI has now grown into a global movement, including hundreds of groups, clubs and chapters around the world. Youth for Human Rights International teaches human rights education both in the classroom and in nontraditional educational settings.

We see Youth for Human Rights as a competitor because it comes up before STF does when doing a Google search for “Human rights for youth groups.” Although it does not have a specific high school club, this organization could make it harder for someone to find the STF website if they are looking to get involved in a human rights group.

UNICEF - UNICEF was founded in 1946 to help children in countries devastated by World War II. Now operating in more than 190 countries and territories, it has helped save more young lives than any other humanitarian organization. Its worldchanging work is sustained completely by voluntary contributions. UNICEF High School Clubs partner with the U.S. Fund for UNICEF to educate, advocate, and fundraise. These clubs are vital to UNICEF’s ability to save children in 190 countries and territories around the globe. It is the U.S. Fund for UNICEF’s (USF) goal to empower American youth with the resources and skills to be effective global citizens–thinking globally and acting locally for the world’s most vulnerable children.

UNICEF has a toolkit for creating a UNICEF club on any campus available on their website. They also provide materials for fundraising events that are registered on their website. There are several schools that have both a UNICEF club and an HRWSTF. We see UNICEF as a competitor to STF because both clubs have similar purposes - to help save young lives across the world.

Key Club - Key Club is an international student-led organization that provides its members with opportunities to provide service, build character and develop leadership. The core values of Key Club International are leadership, character building, caring and inclusiveness. Key Club International is the high school organization sponsored by Kiwanis International. Key Club assists Kiwanis in carrying out its mission to serve the children of the world. High school student members of Key Club perform acts of service in their communities, such as cleaning up parks, collecting clothing and organizing food drives. They also learn leadership skills by running meetings, planning projects and holding elected leadership positions at the club, district and international levels.

Key Club International brings together all Key Club’s members’ efforts and energies into an area that makes an international impact through the Major Emphasis, “Children: Their Future, Our Focus.” The Major Emphasis unites Key Clubs under the banner of service that deals with the most important part of our community, our youth.

There are several schools that have both a Key Club and an HRWSTF. We see Key Club as a competitor to STF because both clubs focus on youth and have similar taglines. Key Club: “Children: Their Future, Our Focus.” STF: “Youth Advocating for Youth.”

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We have conducted a hybrid of quantitative and qualitative research for the campaign. We distributed a communication survey with various questions (open-ended and close-ended) to 14 STF members at New Roads High School. The survey was used to determine what forms of communication our target audience prefers and to receive general insight on perception of the organization. La Forza Public Relations determined handing out physical copies of surveys to high school students would provide us with the best results because we can’t assume every student has access to the Internet and even if they did, there would have been less responses.

ResearchPrimary

By examining the STF website, we conducted content analysis and gathered existing information about the organization, STF’s structure, chapter activities and past campaigns. The STF newsletters provided us with examples of how STF headquarters communicates news, updates and campaign information with its members and those who subscribe to the newsletter. Additionally, Kristin Ghazarians gave us information on the organization, communication issues and goals, statistics and data (click-through rate of newsletter is 5%-10). STF Advisor Sean Brookes explained how members communicate, what his perception of the organization’s messages are, feedback on ideas and information about the current issues affecting the organization.

Secondary

This word cloud illustrates the results to our “What do you enjoy about being a part of the HRW Student Task Force?” question. The responses were very important to us because they came directly from the members of the club. The written answers lead us to infer that the members are motivated and enjoy being a part of something bigger than themselves. One member wrote, “I love the initiative young people are taking to discuss what we can to change the world.” Seeing this written on paper from young high school students was really striking and inspiring. Additionally, being that we never had any personal contact with anyone involved in the organization, our results enabled us to mentally construct an image of the organization, which helped us create goals accordingly.

There is currently a lack of efficient communication among current Student Task Force members with the organization leaders and a lack of awareness of the Student Task Force on high school campuses.

Problem

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Survey

Facebook8%

Instagram5%

Snapchat3%

PA8%

Posters20%

In-Class28%

Other28%

WHERE THEY LEARN ABOUT CAMPUS EVENTS

Twitter13%

Facebook21%

Youtube9%

Snapchat17%

Vine3%

Other13%

Instagram24%

SOCIAL MEDIA THEY HAVE

Twitter7%

Facebook27%

Instagram46%

Snapchat20%

MOST USED SOCIAL MEDIA

Yes13%

No87%

FOLLOW CLUBS ON SOCIAL MEDIA

Yes13%

No87%

FOLLOW CLUBS ON SOCIAL MEDIA

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BILL75%

Student Council25%

FOLLOWED CLUBS (4 RESPONSES)Gmail9%

Email29%

Phone5%

Text5%Social Networks

5%

Senior Facebook5%

On-Campus14%

Meetings19%

Sean9%

HOW THEY COMMUNICATE WITH MEMBERS

Male27%

Female55%

Gender-Fluid9%

Unspecified9%

GENDER

Survey Cont’d

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Freshman26%

Sophomore27%

Junior20%

Senior27%

CHART TITLE

T h e m e s K e y M e s s a g e s

Theme The theme of this campaign is dependant on what the HRW-STF advisors choose for the year.

Key Messages

• The Human Rights Watch Student Task Force informs students about current human rights issues occurring at home and in the world so they can advocate for justice.

• The Human Rights Watch Student Task Force is dedicated to promoting human rights for all children by raising awareness in our schools and communities, and providing strategic advocacy support for the Children’s Rights Division of Human Rights Watch.

• The Human Rights Watch Student Task Force is an enriching experience for high school students that raises awareness about human rights issues and educates the students so they can be active in making a change.

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To improve internal and external communication of the organization.

• Objective #1: To increase the newsletter open rate by 35% during the the 2016-17 school year.

• Strategy: Change how often the newsletter is sent by making it bi-weekly instead of weekly.

• Tactic: Develop bi weekly newsletters that contain more content.

STF utilizes the email marketing website MailChimp to create and distribute their newsletters (See appendix 1a). Newsletters are currently being sent weekly or sometimes more than once a week. These newsletters often contain one news story or blog post for recipients to read with a hyperlink to the STF website at the bottom of each newsletter. According to Kristin, the newsletter open rates and click-through rates are between 5 and 10%. We would like to propose a bi weekly newsletter that includes more content than just one story at a time. This newsletter can include a featured blog post pulled from the STF website, links to news stories relevant to the current campaign and an STF alumni spotlight. The featured blog post section would include a photo and the first couple sentences of the blog post with a “read more” click-through link that would take the reader to the STF website to read the whole post in hopes of increasing the click-through rate. The links to news stories would be headlines that are hyperlinked to the stories in hopes of increasing the click-through rate. The STF alumni spotlight component of the newsletter was inspired by the “STF Alumni Where Are They Now?” section of the STF annual report.

This component will be helpful to students and parents. Students will be able to see where someone who was in their position not too long ago is now and parents will be able to see how being a part of STF benefitted the alumni. We believe that redesigning the newsletter to include more than one component will increase interest in the newsletter and therefore, increase open and click-through rates. Sending an email weekly, or even more than once a week, can clutter a recipient’s inbox. Sending the newsletter bi weekly can be more convenient to the recipient and they could be more inclined to read it since it arrives less often, but contains more content. We have created a mockup of the proposed newsletter redesign using MailChimp that can be found in the appendix.

Budget: $0

Goals, ObjectivesS t r a t e g i e s a n d Ta c t i c s

Goal #1

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• Objective #2: To develop a strong social media presence by creating an Instagram account and attaining 250-300 followers by the end of the 2016-17 school year.

• Strategy: Create a social media presence while using the most convenient platform for the organization without imposing or threatening student privacy.

• Tactic: Initiate and maintain a stable Instagram account (@StudentTaskForce).

In our initial campaign brainstorming and planning, we intended to integrate as many social media outlets as possible (Facebook, Twitter, Snapchat, etc.). However, after careful analysis and primary research, we have decided to use Instagram as the social media component of our campaign. Our survey results determined Instagram to be the most popular social media platform amongst STF members. Understanding the importance of the STF members’ privacy and safety, we propose that the Instagram account (see appendix 2a-2e) does not feature any students or their names and instead propose that the STF account be used to post updates, campaign information, events, and “evergreen posts,” such as inspirational quotes, holidays and important statistics. We have created a mock Instagram account to demonstrate how a social media presence could be established on Instagram to strengthen external communication and promote the organization and its activities while protecting student privacy.

As millennials and avid Instagram users, we believe this tool to be the most effective in delivering the message of the organization to all of our target audiences. Additionally, Instagram is free, easy to maintain and generates much needed awareness for the organization.

• Objective #3: To strengthen internal communication among the 8-10 HRW-STF interns for the 2016-17 school year.

• Strategy: To organize the work efficiency among interns in the organization.

• Tactic: Assign specific tasks to individual interns.

To strengthen internal communication and improve the work efficiency of the HRW STF staff, La Forza Public Relations has outlined suggested roles for each intern. Each role will directly support one of our proposed campaign’s tactics and contribute to the overall objectives of the organization through CAP. With these recommended roles, STF interns can help communicate with members, increase awareness and encourage active participation within the organization.

Our recommendations are based on our objectives and the fact that the HRW STF currently has eight existing interns. Our suggested intern positions and job descriptions are:

1. Editorial Interns (two recommended)

Job Description La Forza Public Relations recommends the HRW STF assign two staff members the role of editorial interns, one with the primary responsibility of authoring content for the blog and one with the sole creating content for the newsletter. Both interns will assist with writing for the website and updating content as needed. They will also work with other HRW Staff Members to write materials for them when needed, such as providing written content to the digital interns to add to the website or send through the newsletter.

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What We Are Looking For• Strong writing and editing• Proficiency in email and Microsoft Office suite• Strong communication skills• Ability to blog• Background in journalism, public relations, communications, English, international affairs, or

related fields

The editorial interns will support the tactic of developing more engaging newsletters and will further compliment our activities by improving written messages from the HRW STF.

2. Student Affairs Intern (two-three recommended)

Job Description La Forza Public Relations recommends the HRW STF assign two-three staff members the role of student affairs interns, which means they will serve as liaisons between the HRW STF chapters and the rest of the HRW STF staff. As student affairs interns, these two-three students will also be in charge of helping STF leadership coordinate activities that pertain to the STF’s overarching campaign for the year. They will provide support for STF student activity.

What We Are Looking For• Ability to communicate effectively with high school students• Ability to work individually and as part of a team• Ability to provide advice and support• Proficiency in email and Microsoft Office Suite• Background in communications, international affairs, public relations, or related fields

The student affairs intern will support the tactics of planning school assemblies as a form of interpersonal communication as well as planning the proposed regional conference, since these activities (and similar ones) will support our objectives of raising awareness and encouraging students to take action.

3. Advisor Relations Intern (two recommended)

Job Description La Forza Public Relations recommends the HRW STF assign two staff members the role of advisor affairs interns who will serve as liaisons between the HRW STF chapter advisors and the HRW STF staff. These two students will be a central means of communication and also provide necessary support to the advisor and his/her chapter.

What We Are Looking For• Ability to communicate professionally and effectively• Proficiency in email and Microsoft Office Suite• Background in communications, public relations, international affairs, or related fields

By having advisor relations interns, we anticipate that advisors will have more support to better communicate with their members and encourage participation among them.

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4. Web Intern (one recommended)

Job Description La Forza Public Relations recommends having one staff member assigned the role of digital intern, who will be primarily responsible for updating and maintaining the website, including adding new content provided by the editorial interns, and updating images and other visuals.

What We Are Looking For• Proficiency in email and basic Internet functions• Ability to update existing website• Interest in/knowledge of web design• Interest in graphic design• Background in graphic or web design, marketing, public relations, or related fields

The digital intern will support the tactic of redesigning the website and maintaining the new website by updating its content.

5. Social Media Intern (one recommended) La Forza Public Relations recommends having at least one staff member assigned the role of social media intern, who will be in charge of creating and maintaining HRW STF’S presence on social media. This intern will update the already existing Facebook group and also be responsible for creating and maintaining our proposed Instagram account.

What We Are Looking For• Proficiency in social media networks, primarily Instagram and Facebook• Ability to monitor and post on social networks• Strong communication skills• Ability to plan, organize and implement social media programs and/or events• Background in public relations, communications, marketing, journalism, online media, or related

fields

The social media intern will support the tactic of creating an HRW STF Instagram account and our overall goal of strengthening STF’s communication

While these are the recommendations outlined by La Forza Public Relations, the HRW STF staff leaders have the flexibility to rename job titles and edit roles as they see fit.

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Goal #2 To increase presence and awareness of the organization at high schools and local communities.

• Objective: Toincreasethewebsitetrafficby25%bytheendofthe2016-17schoolyear.• Strategy: To present the organization’s mission online to all publics in a clear and concise

manner.

• Tactic: Restructure the online presence of the organization.

The current STF website lacks appeal, is unorganized and doesn’t deliver the message of the organization to the target publics. An organization with an emphasis in advocacy for human rights should have striking images upon first glance to elicit emotions in people. Furthermore, the current website seems to have an exclusive target audience of members and advisors. La Forza Public Relations has proposed a redesigned website (see appendix 3a) where the information is now presented in a way that anyone who visits the website - whether an existing member, a potential member, an advisor or parent of a member - can understand what the HRW STF strives to accomplish.

Furthermore, we have created a “parents” page (see appendix 3b) on the proposed website to inform parents of STF members about the organization that their children are involved in and to

encourage support.

Budget: $0

Human Rights Watch: Student Task Force high schools and communities

HRW Student Task Force OfficeAcademy of the CanyonsCanyon High SchoolCarson High SchoolCrossroads SchoolGolden Valley High SchoolHart High SchoolHarvard Westlake SchooliLead North HollywoodNew Roads SchoolOakwood Secondary SchoolPalisades Charter High SchoolSanta Monica High SchoolSierra Canyon SchoolValencia High SchoolWildwood School

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Goal #3 To encourage our target audiences to participate in STF events and activities.

• Objective #1: Increase STF membership by 15% by the end of the 2016-17 school year. • Strategy: Encourage all of the STF chapters to hold an event on the same day to create a sense

of community between the chapters.

• Tactic: Host school assembly at each high school.• Planning: August-September 2016

On November 20, 2016, we propose that all STF chapters hold a school assembly to inform students about their initiatives so that they can participate in on-campus activities throughout the year. November 20, known as Universal Children’s Day, marks the day which the United Nations adopted the Declaration of the Rights of the Child. We see this day as a great opportunity to reinforce our “Youth Advocating for Youth” tagline by holding an informational assembly about human rights for youth. STF students will get the opportunity to share the initiatives and activities that their group is currently doing with the student body while educating them about human rights. Fliers (appendix 4a and 4b) and fact sheets (appendix 4d) will be passed out to any students who are interested in learning more about STF. After the assembly, students will have the opportunity to sign up to attend the next STF meeting. We suggest one or more of the following to be the main component of the assembly:

• A movie screening using a toolkits provided by STF (example: http://www.hrwstf.org/wordpress/?page_id=4915)

• A guest speaker

• Objective #2: To encourage and increase STF member participation by 15% within the 2016-17 school year.

• Strategy: To create an STF event that delivers the key message of the organization to the community, inspire people to advocate about human rights and provide a space for STF members of all chapters to network.

• Tactic: Host the first annual HRW STF Regional Conference for all target audiences with a combined attendance of about 300 people.

An event with the potential to unite members, teachers and the community is the perfect opportunity to capitalize on our CAP strategy. The STF Regional Conference would push the message of the organization to various publics, not just the members. For the members, it’s something to look forward to annually as well as provide them with an opportunity share their STF experience with other people. If successful, this event could be hosted annually and generate buzz/awareness for the organization time after time.

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Our proposed theme for the STF Regional Conference is “Neighbors, One Village: A Community Undivided.” The theme of this hybrid event borrows from the popular saying “it takes a village” and presents it through a human rights perspective. The idea is that as humans, we are each other’s neighbors and we must learn to respect, value and care for each other in order to create one harmonious “village,” the village being our world. Every day, there are forces trying to divide the neighbors and destroy the village through oppression, exploitation, violence, hate and discrimination. However, when people unite and learn the importance of human rights as a means to live harmoniously, there’s no force capable of dividing an entire village.

While this is the proposed theme, STF headquarters can adjust accordingly.Possible activities for the regional conference include, but are not limited to: Panel discussions, guest speakers, short films, presentations, testimonials, Q&A, talent competitions, performances, group activities, team/skill building activities, workshops, petitions, etc.

For organizational purposes, students will be required to register with their chapter president to attend the STF Regional Conference. La Forza Public Relations recommends hosting this event in the gymnasium or auditorium of one of the chapters to eliminate the cost of renting out another venue. All attendees, members and non-members, will pay a $12 attendance fee to cover the cost of lunch and materials, such as our proposed HRW STF flier (see appendix 4a). We anticipate approximately 250 students will come, generating a revenue of about $3,000.

La Forza Public Relations recommends writing a donation letter (see appendix 4c) to local businesses such as bakeries to donate to the regional conference to create ties within the community.

Budget: ~$3,000

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B u d g e t

Executionists, a full-service creative digital agency, states that as of 2015, a website will typically cost anywhere between $4,000 to $100,000. Below is a sample of a website cost breakdown:

• Planning: $0-$600• Content Support: $240-$600• Visual Design: $1,200-$2,400• Programming: $3,000-$4,800• UX (sitemap, wireframes): $0-$1,200• Client Training / Documentation – $240 – $600• Testing and Launch – $960 – $1200• Total cost for basic website: $5,640 – $11,400

The La Forza Public Relations team has recognized the high cost of rebuilding and redesigning a website and has therefore created a proposed website redesign, ready for the HRW STF’s use. While the cost could be anywhere between $5,640-$11,400 or more, the actual cost, using La Forza Public Relations’ proposed website, is $0.

Website Redesign

Cost Actual Cost (La Forza Campaign)

• Website redesign: $5,640 – $11,400

• Newsletter redesign: $0

• Social media strategy: $3,000-$7,000

• School assembly: $0

• All-chapter event: $2,050-$2,060

• Website redesign: $0

• Newsletter redesign: $0

• Social media strategy: $0

• School assembly: $0

• All-chapter event: $0

Newsletter Redesign The cost of restructuring the newsletter would be $0 if HRW STF continues to use MailChimp as its newsletter distributor. There would be no change in the budget, simply in the way the service is being used, and the actual cost would be $0 as well.

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School Assembly The cost of hosting a school assembly, such as our proposed one on Universal Children’s Day, would cost $0 because the chapters would simply host a movie screening using an existing toolkit provided by STF or have a guest speaker. The actual cost would be $0 as well.

Regional Conference Renting out another venue such as a hall or community center could cost anywhere between $250-$1,000 per night. La Forza Public Relations proposes that one of the STF chapters hosts the regional conference on camus, preferably in a gym or other large space. Utilizing a campus facility will eliminate the cost of renting out another space.

It is up to the STF headquarters to decide the details of how they want to provide lunch (which food company to use as a caterer, where to purchase water, what other food to provide), but La Forza has calculated that providing lunch for 250-300 people will cost between $700 to $1,000. Printing 300 of our proposed HRW STF fliers would cost between $50-$60.

The cost of the all-chapter event would be approximately $2,050 to $2,060. Because La Forza recommends charging attendees $12, the actual cost of the event would be $0 because the attendance fee would cover costs.

Social Media Strategy According to The Content Factory, an online public relations firm specializing in social media and content marketing for small businesses, hiring a social media consultant to develop a comprehensive strategy for 2+ social networks (Facebook and Twitter or Instagram) can cost between $3,000-$20,000 per month, though the average is between $4,000 and $7,000 per month.

While the cost of using a social media consultant to use the existing Facebook and to create and maintain a new Instagram could cost between $3,000 to $7,000 per month, the actual cost would be $0 because the channels are free and we have assigned social media responsibilities to the staff, with content suggestions.

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Timeline

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Evaluation Being that this is a year-long proposed campaign, it’s important for leaders, interns and advisors to constantly make note of any notable changes they see throughout the campaign. Rather than evaluating the whole campaign at once, incremental notes of changes will help generate an accurate evaluation of all tactics. It makes it easier to identify what parts of the campaign worked and what didn’t.

To evaluate the strategies and tactics of our campaign, we have created guidelines and questions to help analyze effectiveness:

Strategic Objectives What relationship was developed with the parents? Was there a change in their involvement with the organization? How?

• Make note of every parent email in a “Parents” folder. • Make note of parents who follow the Instagram account. • Make note of the click-rate for the parents tab in the website.

Create and distribute a brief internal communication survey for interns at the beginning and end of the campaign.

• Include beginning of campaign survey questions such as “what do you hope to learn from your internship?”

• Include end of campaign survey questions such “can you describe your role as an intern for HRS Student Task Force?”

Create and distribute a brief survey for members of the club, similar to the one we conducted for the campaign.

• Include questions such as what was your favorite event this year? Would you attend another event like “Neighbors, One Village”?

Start of Campaign End of Campaign

Newsletter click-rate

Instagram followers

Websitetraffic

STF memberships

Measurable Objectives

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Appendix

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Appendix 1a

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Appendix 2a

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Appendix 2b-2e

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Appendix 3a

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Appendix 3b

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Appendix 4a

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YOUTH ADVOCATING FOR YOUTH

W H E R E W E W O R K

To learn more about the Student Task Force and how to get involved,please contact a Student Task Force leader or email us

at humanrightsed@gmail.com

We operate in 14 schools located in Southern California.

STF annually trains over 200educators and student leaders inhuman rights activism andeducation, who in turn reach outto over 20,000 students andteachers in their combined schoolcommunities.

Every year, 250-300 high schoolstudents go through the programand become passionateadvocates for human rights.

The Human Rights Watch Student Task Force is a youth leadership-training program that brings together high school

students and educators from the Los Angeles area and empowersthem to advocate for human rights issues, especially the rights of

children.

www.hrwstf.org

Academy of the CanyonsCanyon High SchoolCarson High SchoolGolden Valley High SchoolWilliam S. Hart High SchoolHarvard Westlake High SchooliLead NoHoNew Roads SchoolOakwood SchoolPalisades Charter High SchoolSanta Monica High SchoolSierra Canyon SchoolValencia High SchoolWildwood School

What We Do

Get Involved

Our Commitment

The Student Task force strongly believesin youth advocating for other youth andtaking responsibility for the future.

HRW STF members are provided with thetools to educate - internally with studentmembers and faculty advisors andexternally with surrounding communities- on important global issues, to spreadawareness, and to take action, whetherby writing letters to senators or hostingmovie screenings that highlight conflictsand issues.

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Appendix 4b

Appendix 4c

[Business Contact Name][Business Name][Business Address]

Dear Mr./Ms._______/Organization Name,

The Human Rights Watch Student Task Force (STF) is a Los Angeles-based student club that brings human rights education to high schools. HRW STF, founded by parent organization Human Rights Watch, unites passionate students while developing them into leaders and advocates for social justice issues, especially the rights of children around the world.

Every year, 250-300 students in the Greater Los Angeles Area are provided with the tools to educate, spread awareness and take action. For example, members write letters to senators and host movie screenings that highlight conflicts and issues.

On ____(Event Date)____, we are hosting our first annual STF Regional Conference to unify the 14 STF chapters and to inspire current members as well as encourage students to become new members. We kindly ask your business to support our organization and its mission by donating ________________ for the students’ lunch during the conference. We will be more than happy to acknowledge you during the event.

Please email us back by (day), (date) to say if you are interested in donating or learning more. If you have any questions or comments, please do not hesitate to contact us. Thank you for your time!

Sincerely,_______________Human Rights Watch Student Task Force

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The Human Rights Watch Student Task Force (STF) was founded in 1999 to bring human rights education to high schools. This organization unites students while developing them into leaders and advocates for social justice issues, especially the rights of children around the world.

HRW STF members are provided with the tools to educate - internally with student members and faculty advisors and externally with surrounding communities - on important global issues, to spread awareness, and to take action, whether by writing letters to senators or hosting movie screenings that highlight conflicts and issues.

Every year, 250-300 high school students go through the program and become passionate advocates for human rights.

The HRW STF is built on the concept of youth advocating for other youth and taking responsibility for the future.

Pam Bruns, STF executive directorKristin Ghazarians, STF Project LiaisonNancy Nazarian-Medina, STF Program Advisor8 Interns

· Education· Awareness· Action

http://www.hrwstf.org/wordpress/

Kristin Ghazarians, STF Project Liaison

MISSION

STAFF

SERVICES

WEBSITE

MEDIA CONTACT

Organization Fact Sheet

Appendix 4d

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