Scaling Digital Advocacy for Human Rights in Iran
Introduction
Client Background & Challenge
A European human rights NGO working to defend and promote the fundamental rights of people in Iran through advocacy, public awareness, campaigns, and digital communication.
The organisation needed to expand its digital reach beyond its existing community, increase engagement with human rights content, and build a stronger social media presence capable of supporting ongoing advocacy efforts.
Goals & Key Objectives
- Increase awareness of human rights issues affecting people in Iran.
- Reach new and relevant audiences beyond the organisation’s existing followers.
- Strengthen engagement with advocacy content across social media.
- Drive more people to explore campaign information and take further action.
- Build sustained digital visibility for the organisation’s human rights work.
Approach & Strategy
Personalized Strategy for Success
We developed a digital advocacy strategy focused on combining strong issue-led content with targeted paid distribution.
The approach prioritised clear advocacy messaging, campaign-led content, audience targeting, and continuous performance optimisation to increase reach while turning visibility into meaningful engagement.
Our Approach Included:
Advocacy Messaging
Structured human rights messages around clear issues, timely developments, and strong calls to awareness and action.
Campaign-Led Content
Created content around priority advocacy themes, campaigns, human stories, and key developments related to human rights in Iran.
Paid Social Distribution
Used targeted paid social campaigns to extend key messages beyond the existing audience and reach relevant communities at scale.
Continuous Optimisation
Monitored campaign performance continuously and refined audiences, content, placements, and distribution based on live results.
Execution & Results
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The campaign combined ongoing social media content with paid amplification across Meta platforms.
Content focused on human rights advocacy, awareness, campaign developments, and calls to action. Paid campaigns were used to significantly expand distribution, while performance data guided continuous optimisation throughout the campaign period.
The campaign generated both large-scale visibility and measurable audience action, including content interaction, page visits, link clicks, and new followers.
Conclusion
The campaign significantly expanded the organisation’s digital advocacy reach, generating more than 4.47 million content views and reaching over 1.64 million unique viewers.
Beyond visibility, the campaign drove more than 34,000 content interactions, 31,000 page visits, 7,400 link clicks, and 5,900 new follows.
By combining focused advocacy messaging, social media management, and targeted paid distribution, the organisation was able to bring its human rights work to a substantially wider digital audience.
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